Govt's IR ad blitz backfiring

The Howard government's latest advertising blitz is reportedly reinforcing fears surrounding its Work Choices reforms rather than dispelling them.

A research firm has surveyed worker reactions to the series of ads that feature Workplace Authority director Barbara Bennett.

It found the images of workers talking about losing holiday entitlements and penalty rates, and fears surrounding job security and conditions for young workers, was having an unintended effect.

"(It is) educating the public as to the negative realities of the new IR laws rather than myth-busting," Essential Research has told The Weekend Australian newspaper.

"The fundamental problem with this ad is that in its attempt to diffuse the negative perception of the IR laws, which is now deep-seated in the community, it is actually strengthening those perceptions."

Responses as to the effectiveness of the ad campaign include:

"You can call (the) Ombudsman but you have already lost your house, your job ... you are living on the street with your kids ... six years later you might get a reply".

And: "This is a government campaign trying to say that the workplace agreements aren't a bad thing. Although the lady seems very trustworthy, I don't trust her".

The campaign has been running since last month, when the government softened its laws and introduced a fairness test to protect workers earning $75,000 or less.

msn Aug 4 2007