The Abbott government plans to spend the equivalent of $22,000 a day to advertise its new childcare assistance package between now and its 2017 launch.
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While the government is yet to secure enough Senate support to pass its $3.5 billion "Jobs for Families" package, it has put aside more than $18 million to promote it to the public.
At least $3 million is expected to be spent next financial year, with a further $13.1 million to be spent in the 12 months leading up to its launch in July 2017 – an average of $22,000 a day over the two years. More spending will occur once the new system is up and running.
Officials are still designing the communication campaign, aimed at explaining to parents and service providers how the changes will affect them. But they're not ruling out TV, radio and billboard advertising.
The campaign will go through normal public service advertising approval processes once it's finalised in the coming months, Department of Social Services officials told Senate estimates this month. They admit the campaign could begin before the government's legislation has passed parliament.
Social Services Minister Scott Morrison has declined to shed more light on what the campaign might involve, saying only: "The government will be taking steps to inform families of the new arrangements prior to their introduction."
He says he is focused on getting the package through the parliament. The government is struggling to get support for the package because it is linked to family tax benefit cuts that Labor, the Greens and most crossbenchers vehemently oppose.
Labor families spokeswoman Jenny Macklin said Mr Morrison was all spin and no substance.
"Instead of launching an advertising campaign, Scott Morrison should be explaining to Australian families who will be worse off under his plans for childcare. How many families are going to lose access to childcare altogether?"
Labor has been asking for details for months but the government has refused to release it, she said.
"It's outrageous that Scott Morrison would be launching an advertising campaign before coming clean with the details of his package."
In estimates this month it was also revealed the government has already spent over $640,000 on three contracts for focus groups, surveys and market research associated with the childcare package.
Under the package, the government will introduce a simpler childcare subsidy system. Low and middle-income families will get more assistance, while higher-income families will on average continue to get the same support.
