Anger at $15m family benefits ad blitz

A $15 million advertising blitz on the Government's Working for Families package will even extend to some milk cartons, prompting a pledge from National to complain to the Audit Office.

Anchor will feature Working for Families advertising on milk cartons from next week a Ministry of Social Development spokeswoman said.

This is in addition to a blitz on television, radio, newspapers and magazines, as well as direct mailouts. Advertising will also feature inside buses and on bus shelters.
The Government is justifying the campaign over the next four years because it wants everyone who is eligible for money to get it.

Family support, the accommodation supplement and the new in-work payment to be introduced from April 1 next year all require people to apply.

Those already on benefits or who get the accommodation supplement will automatically get the new entitlements, but officials believe there are many other families who are also eligible.

There has long been concern at the low uptake rate of the current tax credits.

The advertising drive has been under fire from opposition parties, especially so in an election year.

National MP Murray McCully complained last year to the Audit Office about the campaign, then expected to cost $21 million. Since then the ministry brought the cost of the campaign down by negotiating better rates.

Auditor General Kevin Brady wrote back to National in September saying the Government's process for costing the campaign lacked rigour and there was potential for cost savings.

Mr McCully said yesterday that he would complain again and ask it to run a ruler over the detail of the campaign, including the milk carton advertising.