Government rolls out $20m ‘Every little bit helps’ fuel-saving campaign
National Fuel Security Plan campaign
The government has launched a national campaign urging Australians to reduce fuel consumption under the tagline “Every little bit helps”.
Released today and reportedly costing $20m, the multi-channel campaign forms part of what the federal government says is a four-stage action plan in response to the global oil and gas crisis.
In a 30-second ad, various Australians are shown filling up their cars and taking public transport while a voiceover states: “The government has been working to secure Australia’s fuel supply and has a four-level National Fuel Security Plan.
“We’re now at level two, and we all have a part to play. Together, simple actions can make our supply go further and save fuel for our truckies, our farmers and essential services. Every little bit helps.”
The slogan is a near match for that of of British supermarket Tesco whose long term position of “Every bit helps” was voted the UK’s most memorable ad slogan.
Led by the Department of Infrastructure, the campaign will run across television, print, radio, digital and outdoor. It is expected to be managed through UM, which holds the government’s master media account and a $15.6 million media buying services contract with the department.
The department also has an 18-month contract with TBWA for creative services valued at $1.4m and a $1.1m-deal with Think HQ for PR.
Print ad for National Fuel Security campaign
“Drivers are encouraged to adopt simple, practical behaviours to use less fuel – helping our supply to go further and saving fuel for our truckies, farmers and essential services,” according to the Department of Infrastructure’s campaign announcement.
“The tagline ‘Every little bit helps’ shows a shared responsibility to fuel consumption and fuel efficiency as a key component of the National Fuel Security Plan.”
