Plibersek’s advertising splurge: $12m spent on Murray-Darling Rivers campaign

Federal Water Minister Tanya Plibersek will have spent all $12m of her Murray-Darling Rivers’ advertising campaign by June 30.

Federal Water Minister Tanya Plibersek has spent $12m on Murray Darling Rivers advertising campaign, but just $2.42 million to extend the native fish recovery strategy.

The Albanese Government is spending more than $12 million on advertising its controversial Murray Darling Rivers campaign, while starving the Basin’s native fish recovery strategy of funds.

Contracts listed on the federal government’s Austender website show Federal Water Minister Tanya Plibersek’s Department of Climate Change, Energy, the Environment and Water is on track to spend:

$9.17m with Mediabrands Pty Ltd on advertising services from February to the end of June.

$1.286m on public relations with the Horizon Communications Group.

$1.316m on “creative services” with Clemenger BBDO Australia.

$489,124 with IPSOS Public Affairs.

Ms Plibersek sits on the Government Communications Subcommittee, which provides oversight and co-ordination of all taxpayer funded advertising, including the Murray Darling Rivers campaign.

Irrigators have repeatedly attacked the accuracy of the government’s campaign, which states the Basin is “under imminent threat”, “water’s being overused” and “we have to make sure there’s enough water, otherwise the rivers may run dry”.

National Irrigators Council chairman Jeremy Morton said “people are offended by the government using tax payers’ dollars to demonise their communities, by talking about over extraction”.

“There is no overuse,” Mr Morton said, “The reality is the rules have been set and irrigators are complying.”

The MDB Authority’s own data shows just 28 per cent of the 32,000GL of the Basin’s average annual inflows are diverted by irrigators, industry and towns each year.

Ms Plibersek’s department responded to questions on the advertising spend by stating it aims “to create greater understanding of the Murray–Darling Basin’s significance to Australia”.

But Opposition water spokeswoman Perin Davey said the $12m advertising campaign would have been better spent funding fishways and the native fish recovery strategy.

Fisheries researcher have reported there are about 5000 barriers to fish passage along NSW waterways alone, as well cold water plumes up to 250km downstream of major basin storages that are killing off native fish eggs and larvae and giving cold tolerant carp, trout and redfin a huge advantage.

The MDBA recently confirmed it had received just $2.42 million to extend the native fish recovery strategy.

A DCCEEW spokesman responded by stating other the government initiatives benefited native fish, such as delivering more environmental water to rivers and wetlands.

“Australian governments have committed over $13 billion for projects in the Murray–Darling Basin since 2007,” he said.