They’re the “problematic” videos that the finance department didn’t want to see the light of day.
Created for an “objective” infrastructure campaign, the videos featured a cheery Michael McCormack spruiking federal government spending. They were to be played before free movies in a taxpayer-funded roadshow through regional cities to promote the Building our Future package in 2019, ahead of the May election.
Just 137 people attended the six movie nights, including one lone viewer in Ballarat, at a cost to taxpayers of $353,730 – or about $2,500 a ticket.
The movie-goers did not get to see the videos of the then-deputy prime minister wishing them a “fantastic evening”. That’s because McCormack’s message was scrapped after the finance department advised that his inclusion in the campaign “does raise some concerns”.
First revealed in an Australian National Audit Office (ANAO) report on government advertising in February, Guardian Australia has obtained scripts and video of McCormack’s movie night introductions.
In them, the then-infrastructure minister boasts about projects including the Ballarat rail line upgrade, the Toowomba second range crossing and upgrades to the Pacific Highway (M1).
The videos reveal McCormack frequently veered off script, adding folksy comments including explaining to the Ballarat audience that the upgrade “to connect communities – that’s you – [will] provide a faster trip in to Melbourne”.
In several, McCormack adds a direction to “travel home safe” and explains that the 10-year $75bn investment was worth “75 thousand million”. In one, he adds that this is a “record amount of money”.
Movie-goers were encouraged to visit an information stand at the event or the buildingourfuture.gov.au website, “or perhaps do both” to learn more.
“I hope you all have a great night and enjoy the movie,” McCormack said.
Interviewing Member for Riverina @M_McCormackMP is always very serious business… 🤣🤣
— Samantha Costin (@samanthacostin) February 28, 2022
Another @PRIME7Wagga journo, losing it mid-interview. We promise we’re trying to work on our professionalism round these parts. pic.twitter.com/c25cvbELxz
According to the ANAO: “The minister and staff in the minister’s office were involved in determining the final list of activities to be undertaken.”
The infrastructure department’s “list of activities did not include the movie roadshow” but it was included “after consulting with the minister’s office”, it said.
McCormack told Guardian Australia if “bureaucrats” canned the videos then “so be it” but there was “nothing untoward” and “nothing unusual” about his participation in them.
He said he “did what was asked” – at first attributing that request to his department – but then accepting that staff in his office “may well have” suggested the videos.
McCormack said the roadshows “were a good thing” that countered the problem that “all too often” locals were not informed about investments and opportunities created by government.
“It would’ve taken me, seriously, 10 minutes … It wouldn’t have been onerous, it wouldn’t have been expensive.”
Finance department raises concerns
Correspondence obtained under freedom of information reveals the infrastructure department sought approval on 19 March 2019, just two days before the first roadshow event.
In that email, an infrastructure official said finance “were consulted in the drafting of the introduction and the script reflects advice that it should be non-political and only make reference to the government”.
But in reply, the communications branch of the finance department said “in its entirety” the proposal “does raise some concerns”.
“The placement of a message from the deputy prime minister within a paid campaign cinema event is problematic in respect to complying with the intent of the guidelines.”
It cited both the principle that “campaigns should be objective and not directed at promoting party political interests” and infrastructure’s commitment that “public relations, social media and below-the-line activities undertaken for the campaign will not be instigated by any political party or politician, or make reference to any political party of politician”.
“As a result finance cannot support the event going forward in its current form,” it said.
The finance department also questioned the “net benefit for the campaign when factoring in potential criticism of the approach”.
On 20 March 2019 the finance department added that it had not been consulted about the scripts for McCormack’s messages.
The ANAO noted McCormack and “other Coalition MPs and senators attended movie roadshow events”, which finance advised was “relatively common”.
The events went ahead between 21 and 30 March 2019 without the McCormack message, drawing 65 people in Coolangatta, 20 in Toowoomba, 18 in Ballina and 30 in Mt Annan.
The event in Ballarat on 29 March attracted just one attendee, while Torquay’s movie night on 30 March had three attendees and was “cancelled due to adverse weather”, according to the ANAO.
The infrastructure department said it had agreed with all ANAO recommendations, including to “assess whether continuing a campaign represents proper use of taxpayer resources”.
It said it was committed to “continuous improvement” and the ANAO had found a later stage of the campaign “[indicated] improvements in campaign administration”.
