Credit: Jesse Donoghoe via Unsplash
The Federal Government has locked in a $13.2 million media buy with Universal McCann for its National Fuel Security campaign, AdNews can reveal.
A government spokesperson confirmed the contract value, which will run to June 30, 2027, giving the campaign a 14-month media window.
The timing points to a communications strategy aligned with the government’s four-stage National Fuel Security Plan if conditions worsen.
National Cabinet endorsed the plan on March 30 after conflict in the Middle East disrupted global oil supply.
Australia remains at Level 2, “Keep Australia Moving”, where public messaging is the main response tool.
The “Every Little Bit Helps” work started on April 13 across television, radio, digital, OOH, print and petrol station media.
The confirmed media buy comes after earlier reporting that the campaign could cost up to $20 million in total.
The campaign asks Australians to reduce fuel use to help preserve supply for freight, farming and essential services.
The buy went through the Federal Government’s Master Media Account, held by Mediabrands Australia trading as Universal McCann, rather than a campaign-specific pitch.
UM’s whole-of-government media contract runs to June 30, 2028, with an option for a four-year extension.
Concurrently, the federal government is transitioning to a ‘village’ model and has released an open request for tender for a new supplier panel under a restructured whole-of-government framework.
The department also holds a separate 18-month creative contract with TBWA.
UM declined to comment.
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