UPDATE 2.30pm: The WorkCover Authority just provided a statement to The Punch saying the Be Aware Take Care campaign will cost NSW taxpayers $2.3 million.
“The aim of the information program is to ensure people know about the many hazards on or around a construction site that could pose a serious safety risk,” the statement said.

If you were watching the Masterchef premier in NSW last night, and it’s safe to say more than a couple of you were, you would have seen an advertisement featuring the Federal Government’s Building the Education Revolution.
The ad is filled with neat little kids in public school uniforms standing in front of beautiful new under-construction school halls. The voice over says: “Right now you might notice changes at your local schools. To build a better future for our children the Commonwealth and State governments are investing more than $6 billion into NSW government and non-government schools. Around 15,000 workers are undertaking building and construction on more than 3000 schools across the state.”
An election ad paid for by the ALP right? No, a “safety awareness” campaign from the NSW WorkCover Authority. You can see the ad here, at the Be Aware, Take Care website, which helpfully fills you in on all the fabulous construction programs underway.
And just in case you missed the message, there’s a section on the website called: “The future of our schools looks amazing”, which links straight through to a Building the Education Revolution site for NSW.
The TV advertisement is “Authorised by the NSW Government, Sydney.”
When I saw first saw the ad on TV, which last night would have set NSW taxpayers back between $12,000 and $15,000 for the single 30-second spot, I expected two things to happen: first for Julia Gillard to pop up in a hard hat and fluro vest; and second for the authorisation to be from the ALP’s Federal HQ.
I’ve put a call into the WorkCover media unit, who confirmed the website launched on Sunday. They’re going to get back to me with details of how much the campaign cost and the purpose of it.
Have a look for yourself. Does it look like an election ad to you?
Facebook Recommendations
Read all about it
Punch live
Up to the minute Twitter chatter
Recent posts
The latest and greatest
We don’t deserve this huge, exciting scientific project
I’d like to be able to say that sharing the world’s largest radio telescope with South Africa…
Mining money talks the loudest in Australian politics
When North Queensland Liberal MP George Christensen got the idea of launching a new political organisation…
Please enter your password
Help! I’ve succumbed to a crippling modern illness that can strike at any moment. Symptoms include:…
Nosebleed Section
choice ringside rantings
From: They must pay for one’s bitter disappointments
Michael S says:
"A teacher at Geelong Grammar had criticised her for using words that were too long, which had left her confused and had made her doubt her ability to write essays. She became ''quite distressed'' when her English marks began to fall." I can sympathise. My scholastic mentors conveyed to me a causal relationship… [read more]From: Welfare for breeders is a bonus for everyone
Change Up! says:
I have no problem paying my taxes. As a single, childless person on a very decent income, I can afford it and not have my life severely altered. Plus I understand that my taxes paying for things like schools, childcare and infrastructure is ultimately a good thing. A better community is better for me… [read more]Gentle jabs to the ribs
They must pay for one’s bitter disappointments
A private school girl’s family is sueing her elite, extremely expensive private school for not… Read more
Most commented