Strong media campaign developed

By Barry Johnson

A media campaign schedule to support Federation's major activities in both the state and federal spheres has been developed.

The 2004 schedule was prepared in consultation with Federation's media advisers.

The schedule anticipates Federation's involvement at certain times during the year as part of the union's state-based campaign commitments, or as part of our commitment to a national campaign in concert with other public education unions coordinated by the Australian Education Union (AEU).

As part of the national campaign, Federation has funded the placement of a television advertisement which clearly indicates the unacceptably disproportionate amount of Federal Government funding that goes to private schools compared with that to public schools.

As an indication that this is a truly national campaign, the ACT Branch of the AEU has committed funds to help place the current advertisement in southern NSW.

The Federal Government is clearly concerned that this campaign will expose the fact that Prime Minister John Howard does not govern for the 70 per cent of children and parents in the public education system. It is no coincidence that the Prime Minister has just announced the $362 million boost in the funding for the Catholic school system over the next four years. He clearly hopes that the funding debate, including this additional payment to Catholic schools, will be less of an issue by the time the Federal Election comes around.

Some Coalition politicians and other commentators have attempted to denigrate the current advertisement by claiming it is not factual. Members are advised that the advertisement has been approved by the Federation of Australian Commercial Television Stations (FACTS). The AEU had to be able to prove that the claims made within the advertisement were true before it was issued with the FACTS approval number required to allow it to be screened on television.

Some would also have people believe that the state governments have a constitutional responsibility for public schools and the federal government only has a responsibility for private schools. This is incorrect. All governments should have as their prime responsibility the funding of the public education system.

The national media campaign will continue to ensure that the issue of federal funding for schools remains a priority for parents and teachers in the public education system.

Further media activities will coincide with the debate in the Federal Parliament over the State's Grants Act and with Public Education Day on May 20. Of course the federal election itself will be a focus for advertisement by the public education unions.

Federation's participation in these campaigns is in accordance with the decisions of the Federation Council and Annual Conference, and of the AEU Federal Conference.

The schedule is flexible and will be finalised as events unfold. However, it provides a framework and a budget of some $750,000 in NSW alone. In addition, the union has also committed some $116,000 to the AEU as Federation's share of the national campaign budget.

As part of the national campaign the AEU has produced new corflute signs for distribution in each state and territory. Schools and colleges in NSW are already displaying the new signs with the message "Public Education: It is our future".

The media schedule does not ignore state-based issues. Federation has already run television and press ads in regard to the TAFE fees matter and has again run its television advertisement from last year with the slogan: "Public education, yes it's time to give it more." Appropriate radio and press advertisements are planned in support of the need for the State Government to fully fund the final salary outcome as determined by the NSW Industrial Relations Commission.

While this is an ambitious media schedule, it is essential if we are to continue to ensure the future of public education and the values it represents in Australian society.

Barry Johnson is the General Secretary.