Critics have criticized government advertisements urging drivers to remove roof racks and use public transport to save petrol
A multimillion-dollar Australian government advertising campaign urging motorists to inflate tires and remove roof racks to reduce fuel consumption has sparked political backlash, with critics describing it as “ridiculous.”
The campaign, titled ‘Every Little Bit Helps’, cost AU$20 million (US$14 million) and was launched on television, radio, online platforms, billboards and posters on Monday. Advertisements promote steps like “Driving Smoothly” And “Lose extra weight,” Motorists have been urged to reduce car use by walking or cycling where possible and maintain tire pressure, as Australia faces a fuel supply crisis linked to Middle East tensions. Australia imports about 90% of its fuel, relying heavily on Asian supply chains linked to crude oil from the region.
The crisis began with the closure of the Strait of Hormuz, a vital route for about 20% of global oil, amid the US-Israeli war over Iran that began in late February. Iran’s blockade has severely disrupted crude supplies to Asian refineries in South Korea, Singapore, Malaysia and China – the sources of more than 80% of Australia’s fuel. In late March, six fuel tankers destined for Australia were cancelled, causing the government to declare a national fuel crisis due to its long and vulnerable supply chain.
Nat Barr, host of the popular national morning show Sunrise, clashed with Employment Minister Tanya Plibersek on Monday over the cost of the campaign and pressed her on whether she thought the ads were a good investment.
“Now you’re going to spend $20 million asking us to pump up our tyres,” Barr said, adding that the government could have delivered the message through regular appearances by ministers without a multimillion-dollar campaign.
Plibersek defended the initiative, saying it was needed to counter misinformation about Australia’s fuel security. “This is a very small investment to give people credible, reliable, detailed information about our national fuel security plan,” He compared this to the $340 million spent on industrial relations advertising by the previous government.
Deputy Liberal leader Jane Hume said the money could have fueled about 100,000 cars.
The initiative stems from Australia’s National Fuel Security Plan, which was approved by National Cabinet in late March to manage supply pressures. The four-phase plan includes public awareness measures in its current Level 2 phase, described as ‘Keep Australia Moving’.
One Nation MP Barnaby Joyce, a former deputy prime minister, mocked the campaign “ridiculous.”
Prime Minister Anthony Albanese rejected claims that the ads were useless, saying they would prevent panic buying and maintain confidence. The government says Australia has ensured fuel supply until the end of May.
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