The Albanese government is under pressure over its decision to spend up to $20 million on a new advertising blitz urging Australians to drive less and save fuel as the global energy crisis grinds on. Branded “Every little bit helps”, the taxpayer‑funded campaign begins rolling out this week across TV, radio, digital, billboards and posters, and comes as many people are already doing it tough with soaring fuel prices.
Prime Minister Anthony Albanese has defended the spend, rejecting suggestions the ads are a waste of money in the middle of a fuel crisis. “We need to give people that information,” he told Seven’s Sunrise, arguing the campaign offers practical advice on how to cut fuel use rather than leaving people to figure it out on their own.
“We want to keep the economy moving … we want people to go about in a sensible way and that’s why a public information campaign is very important at this point in time.”
The ads will ask drivers to think about leaving the car at home when they can, and include tips on improving fuel efficiency such as “driving smoothly” and “unloading excess weight”, while also encouraging people to walk, cycle or take public transport where possible.
Infrastructure Minister Catherine King said the goal is to help explain the government’s broader National Fuel Security Plan, which was endorsed by national cabinet two weeks ago.
“The global fuel shortage is affecting us all, and every little bit helps. From running errands in fewer trips to only filling up with the fuel you need, this will help us keep essential services moving,” she said in a statement.
Australia is currently in the second stage of that plan, known as “Keep Australia moving”, which is characterised by localised fuel disruptions and extra work by governments to secure supplies from trading partners.
Energy Minister Chris Bowen said at his latest weekly update that Australia has 38 days’ worth of petrol, 31 days of diesel and 28 days of jet fuel in reserve, with 57 tankers carrying some form of fuel on the way and four weeks’ worth of orders locked in.
“They are figures in reserve — it’s not the amount of fuel we have that’s a countdown — it’s added to by fuel that comes in, and doesn’t count the amount of fuel in cars and service stations right around the country,” he told reporters, adding that Australia is “as well-placed as possible” despite the ongoing shocks.
Ministers have stressed that the campaign is one part of a broader response that includes diplomatic efforts to secure more fuel. Mr Albanese returned from Singapore over the weekend after signing an agreement with Prime Minister Lawrence Wong in which both countries committed to “make maximum efforts” to keep fuel and gas flowing between them, while Australia is also working to diversify supplies beyond South‑East Asia to South American countries and Algeria.
Energy Minister Chris Bowen praised the Singapore visit as “a major success”, telling reporters, “He played an absolute blinder yesterday in Singapore … this is good progress”.
Not everyone is convinced the new ads are the right call. Liberal senator James Paterson said Australians did not want to be lectured in “taxpayer-funded political propaganda about driving less”, while Nationals senator Matt Canavan has argued the crisis shows Australia should make better use of its own oil and gas resources rather than relying on other countries.
Former Nationals leader and Maranoa MP David Littleproud said the ad was redundant because motorists already know they can’t be spending that much at the bowser.
“You’re not spending the money because you can see the price, the price is constraining how much you’re putting in the tank. You’re only using what you need to because of the price,” Littleproud told Today.
“The government doesn’t need to spend $20 million dollar on an advertising campaign.
“The prices are doing that themselves at the bowser.”
Opposition frontbencher Angus Taylor has also urged the government to improve transparency by setting up a public data dashboard, saying “the lack of transparency right now is undermining the confidence of Australians in the current situation”.
Lead image: TikTok @aussieshakeup / Getty
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