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CHANGE, fairness and economic strength: these are the central themes of the Rudd government’s new information campaign defending the “resources super profit tax.” The campaign aims to re-establish Labor’s credibility as a sensible, principled and reform-oriented government, developing and introducing policies of national significance. But the paradox for the government is that the advertising blitz itself risks muddying that message. Every time the ads appear, every time they’re mentioned by the opposition or critiqued in a newspaper column, the political motivation will dominate the message. The existence of the ads will act as a reminder that the government is willing to set aside both guidelines and principles.
So why has the government decided to open itself up to this attack, spending $38 million on a public information campaign that was destined to be controversial? Beyond the focus on the process, cost and timing, how effective are the advertisements, and are they worth the risk?
The Tax Plan for Our Future campaign consists of three radio and three newspaper advertisements (phase one) and two television advertisements (phase two). The ads are...
