$10 million FBT blitz kicks off

By Frank Chung | 13 August 2013
The salary packaging industry's 'Who's Next?' campaign aims to "pull at the heartstrings" by highlighting the knock-on effects of the FBT changes.

The salary packaging and automotive industry has launched its multimillion-dollar campaign attacking the Rudd Government's proposed changes to the fringe benefits tax.

The Australian Salary Packaging Industry Association campaign, 'Who's Next?', went to air last night. It highlights the "knock-on effects" of the FBT changes and, keeping with CEO Leigh Penberthy's pledge to "pull at the heartstrings", emphasises the "80,000 charity workers" who will be affected.

"Job losses and rising costs of living – it's happening now," the ad says. "Rudd Labor government changes to fringe benefits tax will impact the 21% of new vehicles sold annually. That's 233,000 vehicles.

"Hundreds of jobs lost, thousands at risk. Eighty-thousand charity workers driving vehicles will be affected. Costs will rise, services will suffer. It's less money in our pockets. The knock-on effects mean everyone loses."

The ad finishes with a call-to-action, pointing to the campaign website WhosNext.com.au. CHE Proximity was the creative agency while OMD handled media. Also working on the campaign are government relations agency Hawker Britton and Peter Costello's lobbying firm, ECG Advisory Solutions.

Penberthy told AdNews last week that the campaign would draw on learnings from the Minerals Council of Australia's 'Keep Mining Strong' anti-mining tax campaign in 2010 that helped bring down Kevin Rudd's first prime ministership.

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