No advantage for Gillard in misguided asylum seeker campaign

With 5,459 attempted boat arrivals to Australia in the first half of 2012, an increase of 894 since last year, it is no wonder the prime minister is desperate to demonstrate she is combating people smuggling. Recently, the Australian Government released a number of online clips through its Youtube channel…

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The new government campaign misses the mark. Australian government

With 5,459 attempted boat arrivals to Australia in the first half of 2012, an increase of 894 since last year, it is no wonder the prime minister is desperate to demonstrate she is combating people smuggling.

Recently, the Australian Government released a number of online clips through its Youtube channel Notopeoplesmuggling with the objective of informing asylum seekers that due to legislative changes there is now “no advantage” in taking a boat to reach Australia.

The videos, designed to resemble advertisements, are in the key seven languages spoken by asylum seekers: Arabic for Iraqis, Dari, Farsi and Pashto for Afghans, Tamil and Sinhalese for Sri Lankans, and English – presumably for an Australian audience.

Weak words

The videos open with what appears to be an unseaworthy boat, then a number of depressing images of the processing centres at Nauru and Manus Island. Interspersed with these images is the banner tagline: “No Advantage”. The voiceovers for the clips feature a deep male baritone and a firm female voice attempting to deliver authority and presence.

The tagline “No Advantage” was a feature of the report of the Expert Panel into Asylum Seekers (presented to the government last month). The prime minister has committed to adopting everything contained within the report, but did she need to take this so literally and promote a weak, non-confronting term such as “No Advantage”?

Who’s watching?

Accompanying marketing material states, “Tell your family, friends and loved ones – there’s No Advantage … say no to people smugglers.”

But will these messages get passed on? Probably not.

The language featured in all the material is bureaucratic. It discusses how “Australia is committed to breaking the people smuggler’s business model”, how “governments from countries in the region have agreed that irregular movement facilitated by people smugglers should be eliminated and the countries should support opportunities for orderly migration”. That “Australians have a legitimate expectation” that immigration processing will be fair.

This approach begs the question of who the intended audience is. Even translated into one of the seven languages featured, this copy is bland, unappealing and reads like a ministerial brief.

It would be highly surprising if this text or imagery had the power to influence anyone desperate enough to risk their lives and their family for a better future – and that’s if they are so inclined to get access to the internet and log-on to the government’s “Notopeoplesmuggling” Youtube channel to view the videos in the first place.

Know your audience

It is obvious these materials have been developed as an attempt to tell Australians the government is doing something: that it is informing asylum seekers, their families and that over-used phrase, “loved ones”.

If the government feels the desperate need to inform us it is educating asylum seekers of the risks involved in using a people smuggler, it should be brave enough to develop a communications campaign specifically for us.

This would mean being clear on what the campaign objective is and understanding who the target audience is – not producing a range of Youtube clips that are ineffective for any audience.

No impact

This desire to surreptitiously inform the voting public that it is delivering is not peculiar to a Labor government.

The Howard government took the same approach when it produced the multimillion dollar National Security Public Information campaign. This was first introduced in 2002 following the Bali bombings. The campaign continued to be supported by the Howard government until 2007, when it was adopted by the Rudd government.

Both governments saw it as critical to let us, the Australian public, know that they were doing something to help our national security. And governments continue to take this approach even if the campaigns demonstrate little or no impact.

The right to explain

In 2009, I was invited to present an expert’s briefing to the Joint Standing Committee on Public Accounts and Audit for its inquiry into the “Role of the Auditor-General in scrutinising government advertising campaigns”.

The members of the committee anticipated that I would speak against the politicisation of government advertising. They seemed surprised that I believe it is the right of every government to explain its policies, legislation and operational requirements through marketing communication campaigns.

What I did explain though, is that government communications, like all marketing communications, must be developed in the most efficient and effective way to reach the target audience and have an impact, whatever the objective is.

Every marketing communication campaign should meet its objectives. Otherwise, as with the “No Advantage” campaign, we must question why it was developed in the first place.

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62 Comments sorted by

Comments on this article are now closed.

  1. Ross James

    Engineer

    Why didn't it talk about the number of deaths from attempting a boat arrival. It needs to hit a lot harder.

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    1. Ross James

      Engineer

      In reply to Pamela Curr

      I'm suggesting that these people need to be aware that they are seriously risking their lives if they get on one of these boats. I;ll this video says is that the get no advantage. They need to also be told the main disadvantage - possibly their lives. The video should spell this out so they know what they're risking.

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    2. Marilyn Shepherd

      pensioner

      In reply to Ross James

      Why, it is well known that we let them drown And compared to being bombed to bits or having your head cut off I don't think they care too much.

      100% chance of dead in Afghanistan or 98% chance of surviving the boat trip.

      I know which I would choose.

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    3. John Phillip

      John Phillip is a Friend of The Conversation.

      Grumpy Old Man

      In reply to Marilyn Shepherd

      Thank you for the links Marilyn. It is truly horrendous that these things happen. You have made a huge leap to consider that this is representative of systematic torture and murder. You argument would get to more people if you weren't so rude and insulting to the those who disagree with your views. You will never convince anyone as to the validity of your arguments if you continually unleash your torrent of abuse. Do you really want to change the lot of these refugees or do you just want to rant and flail about?

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    4. Marilyn Shepherd

      pensioner

      In reply to John Phillip

      When people ask the same dumb bloody questions a million times a day John, who would not get grumpy.

      I don't know why this country is so obsessed with this - people have the right to freedom and safety and we are the ones denying them that freedom and safety because we won't let them fly here or sail here.

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  2. Pamela Curr

    logged in via Facebook

    Lets ask the targets of this campaign if indeed they are the targets...

    here are texted replies to my questions to an asylum seeker in Indonesia who is considering his future after 12 months in an Indonesian detention prison and 6 months waiting.

    "hello i saw that film. if nauru like this people come more than befor>'

    I asked him what he meant

    "cus the pleac for live in nauru is more better than indonesian detenshen and also Australia take responsibility about them"

    Spelling not perfect…

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    1. Sean Lamb

      Science Denier

      In reply to Pamela Curr

      I think that asylum advocates run the risk of demonising of other nationalities in their eagerness to establish their credentials as a latter day Oscar Schindler.

      I have known a lot of Sinhalese and always been impressed with their humour, friendliness and politeness. Having a terrorist campaign in your midst creates enormous strains, as security forces feel the obligation to protect the innocent, so I can't rule a complete lack of abuses (and if there is one human rights abuse that the human rights community seems remarkably complacent about, it is the right of soldiers and police not to be shot, blown up or beheaded).
      But is it really fair to characterise Sri Lanka as the land of white vans?

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    2. Marilyn Shepherd

      pensioner

      In reply to Sean Lamb

      Well yes it is for the tamils. And as the tamil tigers no longer exist but the Sinhala goverment has been called on to investigate massacres and war crimes why would you defend them?

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    3. Gary Murphy

      Independent Thinker

      In reply to Pamela Curr

      "This is the question that we should fear as our govt and opposition convince the masses that asylum seekers are not human like us and deserve less protection than our farm animals."

      I think you know where you can shove your vile accusations - the government is trying to find a workable humane solution so they can depoliticise the issue. The Greens are refusing to acknowledge the realities of rapidly increasing numbers and pull factors; and non-genuine 'refugees' who try to abuse the system. And by doing so they make any solution impossible except for Labour to move to the Coalition position.

      BTW I am not saying all asylum seekers are non-genuine refugees. I am saying some of them are.

      But obviously the only people who are worried about the rapidly increasing numbers are just racist bogans - right? That is just offensive nonsense.

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    4. In reply to Gary Murphy

      Comment removed by moderator.

    5. Gary Murphy

      Independent Thinker

      In reply to Marilyn Shepherd

      There are 40 million displaced people in the world. There are 600 000 asylum seekers in Germany. There are 2 billion people in the world who would rather have an Australian standard of living than the one they have in their own country.

      Giving 70% of the people who arrive here permanent residency is a definite pull factor and if you deny it you are being naive.

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    6. Marilyn Shepherd

      pensioner

      In reply to Gary Murphy

      So what? Out of all the world's population almost no-one bothers to come here.

      And so what if they are granted permanent residence? They are entitled to protection under the law.

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  3. Pamela Curr

    logged in via Facebook

    Do we think that they need a dvd from Australia to tell them how risky the boat trip is.
    They know what is happening. They lose friends and relatives when boats go down. Families split so that not all lives are in the same boat.The reality of the risk is real for them through brute experience.

    We just don't get it - THEY HAVE NO CHOICE.
    There are over 1200 approved, assessed refugees waiting in Indo and Australia makes an offer of 400 places which is not yet confirmed.
    Do the maths. If you had children would you wait 3or more likely 10 years to send them to school. would you sit around being fed like a bull with nothing to do , no right to work?
    This DVD is an insult to intelligent people. Of course the bxxxxs in Oz will love it.

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  4. Peter Ormonde

    Peter Ormonde is a Friend of The Conversation.

    Farmer

    Ah yes bureaucrats and advertising - like the steam-powered can opener, or a flying walrus ... just way out of their comfort zones and capabilities - doesn't seem to dampen their entrhusiasm though does it?

    Far more effective would have been a hard-hitting slogan like "You lot can just F off! " A few clips of Alan Jones or Andrew Blot or Morrison spewing venom. "Everyone here will just hate you!" "We will make you eat bacon!"

    Something seriously menacing that captures the real essence of the situation - like "if you do make it here alive we'll stick you and your kids in camps behind razor-wire and torture you with our incomprehensible bureaucratic procedures. We will drive you to madness and suicide. And you thought home looked bad!"

    Let's tell it like it is.

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    1. Peter Ormonde

      Peter Ormonde is a Friend of The Conversation.

      Farmer

      In reply to John Phillip

      You're right John.

      I do loathe bigots and brutes. I do not find selfishness attractive. I am deeply saddened that this country of immigrants and refugees (of one sort or another) should turn its back on desperate people and worse - do what I outline above to them.

      I am appalled that the Department of Immigration and Citizenship calls the kids behind razor wire "clients". That folks can be imprisoned indefinitely based on an anonymous and undisclosed ASIO report which cannot be appealed. I…

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    2. Steve Hindle

      logged in via email @bigpond.com

      In reply to Peter Ormonde

      You are an intelligent man Peter, but your attempt to answer this question previously was avoided by you resorting to personal abuse. So why don't you have another go?

      "A simple question how many of the World's 42 million refugees should we accept and which ones?"

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    3. Marilyn Shepherd

      pensioner

      In reply to Steve Hindle

      What is the point of this stupid question? Now many rich tourists should we accept? How many well off foreign workers and where from? Should we let New Zealanders freely come and go?

      How many foreign students and where from?

      Last year the permanent migration program was 190,000 but you are still whinging about a few thousand refugees.

      As everyone as the right to seek asylum from persecution under international and Australian law how do you intend to limit that right to just the few we want?

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    4. Peter Ormonde

      Peter Ormonde is a Friend of The Conversation.

      Farmer

      In reply to Steve Hindle

      As a start I'd reckon that the Houston proposal looks like a decent start 20,000 rising to 25,000 pa. Personally I'd make it more but given the political level of most Australians and their neurotic anxieties, this is probably as many as we can take in the immediate future.

      However it is far more important for us to firstly increase our own intake and get something like a moving queue and to lobby other western countries to increase their own intakes.

      We won't solve this alone - never could…

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    5. Steve Hindle

      logged in via email @bigpond.com

      In reply to Peter Ormonde

      Peter, I agree with taking more in through the UNHCR and 20,000 plus annually is probably the upper limit due to the politics of it all. We should take more, but yo be realistic, it is just a drop in the ocean (or less than 1/20th of 1%).
      I also think Bob Carr's comment that we could have 180,000 per year arriving via people smugglers if we do nothing is quiet realistic. If the rate of drownings stayed the same at approx 4% the outcome would be tragic (and politically destructive for which ever party was blamed for it).
      The only two options in this debate seem to be either the cruel option of deterrence (The Houston recommendations) or the option, in the long term, of very large uncontrolled migration. Not much of a choice as both choices feature either cruelty on land or deaths at sea.

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    6. Peter Ormonde

      Peter Ormonde is a Friend of The Conversation.

      Farmer

      In reply to Steve Hindle

      Not necessarily Steve, there is a third way - and we've done iot before successfully.

      Invest some resources in processing facilities adjacent to countries of origin, process folks there and fly them in. It's how we did it post WW2 and after the Fall of Saigon.

      Have a google up John Menadue's proposals on refugees - he was the head of immigration and oversaw the program. Gets us a moving queue and avoids the risk of people smuggling in leaky boats.

      This problem will not just go away - and I suspect if the global warming business is half right we'll be seeing many many more people on the move around the world. So we'd better start working out how to deal with it. Or invest all our super in razor wire.

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    7. Steve Hindle

      logged in via email @bigpond.com

      In reply to Peter Ormonde

      Peter, the third way looks a lot like duplicating the UNHCR except tailored to Australia's situation. It is certainly a safer option for refugees. It does however return the problem full circle to how many we could take. I would imagine that even a large quota by Australian standards would make only a small dent in the numbers. Would those that miss out then try to follow their relatives by boat? As always, there are just so many people.

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    8. Marilyn Shepherd

      pensioner

      In reply to Steve Hindle

      Bob Carr is an imbecile. 1. there are no people smugglers doing anything, it is not people smuggling to help refugees with transport and it is nothing to do with us unless people break the law.

      now though we are not going to charge the Indonesians we have been demonising and jailing for the past 12 years, we are going to punish and torture the innocent passengers because they have been forced to leave their own countries and we are the only one in the region that protects them under the law.

      Meanwhile the thousands of actual frauds remain here allowed to work and have their claims heard quickly and fairly. No "no advantage" for the frauds.

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    9. Peter Ormonde

      Peter Ormonde is a Friend of The Conversation.

      Farmer

      In reply to Steve Hindle

      Very much so - not so much duplicating as getting it moving and getting other western countries to pull their weight too. It's worth reading Menadue's ideas and his experiences. It shows how it can be done and how we've done it successfully in the past.

      And of course there are so many people - too many people - everywhere. And they are in horrible places where folks do horrible things to each other.

      Long term - and I'm talking really really long term - the only solution is an outbreak of…

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  5. John Coochey

    Mr

    Well it is interesting that with the implementation of the Pacific Solution boat arrivals dropped to a trickle but two weeks after K Rudd opened his mouth about relaxing the policy the trickle turned to a flood which is continuing. I also found the carefully orchestrated SBS "Go back to where you came from" interviewed as Somali "refugee" who had come here from Germany where he had obtained forged papers and bought an air ticket. I did not know Germany was persecuting Somalis and note he got very…

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    1. Peter Ormonde

      Peter Ormonde is a Friend of The Conversation.

      Farmer

      In reply to John Coochey

      "A flood"???? Seriously?

      Now I know that you have far more expertise when it comes to "economic refugees" than most John. As such I'd reckon you'd be an ideal candidate for a slot as an "ambassador of ill-will" - despatched to far flung parts to show the folks that we just hate 'em and that the days of just turning up and getting a job are long gone.

      An eloquent exercise in Australia's new forte - hypocrisy and self-interest. A perfect representative.

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    2. John Coochey

      Mr

      In reply to Peter Ormonde

      Well it appears that five years after getting residency 84 per cent of Hazaras will still be unemployed so I am not sure what point you are making. I note in the days of temporary protection visas they were highly prized as workers in country slaughter houses. I note that even our immigration minister has stated if numbers continue not only will our humanitarian quota be filled but that for all immigration.

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    3. Chris Lloyd

      logged in via Facebook

      In reply to John Coochey

      "Five years after getting residency 84 per cent of Hazaras will still be unemployed." I would like a reference for that one mate. I am not aware of government sources for data of this kind. Or are you speaking anecdotally? You know what they say: 84% of statsitics quoted in argument ad made up. The other 13% are inaccurate...

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    4. John Coochey

      Mr

      In reply to Chris Lloyd

      I suggest you check DEIR website. I also note that the ambush of Peter Reith on the SBS reality TV show was by a Hazara who actually looked like one rather than the one interviewed in Australia and he was still alive despite having returned to Afghanistan voluntarily ten or more years ago, but he had changed his name for safety. Strange if he is subject to oppression because of his race he didn;t try and disguise that but if it was a personal vendetta he was avoiding it would have made sense.

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    5. Marilyn Shepherd

      pensioner

      In reply to John Coochey

      John, do dry up.

      Nothing Australia has done since 2008 has been the reason for asylum seekers to arrive here.

      There were a few trifling matters that happened in late 2008 and early 2009, perhaps you could read all about them somewhere instead of hiding you head where the sun doesn't shine.

      1. an increase in sectarian violence in Iraq resulting from the US surge of soldiers and attacks. Christians are now the main groups fleeing Iraq
      2 a dodgy election in Iran that caused tens of thousands…

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    6. John Coochey

      Mr

      In reply to Marilyn Shepherd

      Absolute and total rubbish! You can plot it on a graph, after Tampa and offshore processing illegal boat arrivals (SIEV Suspected Illegal Entry Vessel) dropped to a trickle. Precisely two weeks after Kevin Rudd said he would weaken our stance the arrivals surged and turned to a flood. There are virtually non arriving from Indonesia as opposed to through Indonesia seeking a good life in an industrialized country having gone past or through numerous other countries. A simple question how many of the World's 42 million refugees should we accept and which ones?

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    7. Marilyn Shepherd

      pensioner

      In reply to John Coochey

      That report was about africans, last I looked they are not Hazara.

      And we are talking about just a few thousand people, not hundreds of thousands.

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    8. Marilyn Shepherd

      pensioner

      In reply to John Phillip

      What is this Australian obssession with believing we have some right to accept so and so a number of the dispossessed.

      Everyone has the right to seek asylum from persecution in other countries so there is no limit that can be set.

      100,000 Syrians fled last month, less than 2,000 people arrived here last month out of the total of over 1 million border crossings in and out.

      We are the only country in the world who thinks we can set some sort of limit on asylum yet we have no limit or quota on asylum.

      So you question is as meaningless as it was when the other John asked it over and over again.

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    9. John Phillip

      John Phillip is a Friend of The Conversation.

      Grumpy Old Man

      In reply to Marilyn Shepherd

      No Marilyn, it is not a meaningless question. How many refugees can Australia afford to support, both economically and culturally. Unless you have an answer for this, your case collapses - if you allow unrestricted, unlimited entry, Australia would simply turn into one of the countries FROM which these people fled in the first place.

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    10. Steve Hindle

      logged in via email @bigpond.com

      In reply to John Phillip

      Asking the question "how many refugees would come if we opened our borders up?" really stirs some people up. Yet it is a perfectly reasonable question to ask.
      A fairly typical response by some to this question is to ignore it and go straight into some personable abuse against the person asking the question.

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    11. Marilyn Shepherd

      pensioner

      In reply to Steve Hindle

      Our borders are open to asylum seekers though because we are not allowed to close them.

      Since 1988 80,000+ asylum seekers have flown here, 35,000 have come by sea.

      In the same 24 years about 312 million people have crossed our borders and we spend hundreds of millions to entice more.

      Why are you so frigging obsessed about the miniscule number of asylum seekers?

      Now of the majority who have flown here about 30% over all were found to need protection but 5 or 6000 will continue to arrive by air every year without question.

      Of the 35,000 on boats in 24 years 98% over all have been refugees.

      So 24,000 asylum seekers who flew here in 24 years have been refugees, that is about 1,000 per annum.

      34,300 who have sailed here in 24 years have been refugees.

      Now what is it you are whinging about?

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  6. Tony Simons

    Accountant

    Again we see Gillard’s hypocrisy and fraudulent behaviour on display. In seven weeks Nauru would be full. Also the Nauruans will not allow very long term detainees except at a prohibitive cost. Would Gillard or Abbott pay? At least Turnbull would not entertain this cruel charade.

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  7. Chris Lloyd

    logged in via Facebook

    The problem for the government is that they cannot officially say what they want to say which is "Don't come here. We won't take you. We'll lock you up for at least 5 years, if you are lucky enough not to drown. So stay there in KL and wait your turn" because they would cop a beating from the local press,

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    1. Marilyn Shepherd

      pensioner

      In reply to Chris Lloyd

      WEll Chris, as we have zero right in the world to say such a thing to asylum seekers why would we?

      They are bluffing and are prepared to waste billions on the bluff while children die of starvation in their millions.

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    2. Linus Bowden

      management consultant

      In reply to Marilyn Shepherd

      Actually Marilyn "we" are the only ones who have the right to decide who enters this country. And we delegate that power to our elected representatives for three years. The Australian parliament is not elected by foreigners.The Australian parliament legislates to satisfy OUR demands, not those of foreigners. And only WE decide the fate of those elected representatives at the end of three years. In other words, yes Marilyn, WE have the right to decide who comes into this country.....

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    3. Gary Murphy

      Independent Thinker

      In reply to Marilyn Shepherd

      Give them some credit Marilyn. They did increase our refugee intake from refugee camps. Second largest in the world now I think.

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    4. In reply to Gary Murphy

      Comment removed by moderator.

    5. Marilyn Shepherd

      pensioner

      In reply to Linus Bowden

      Not true, not in the case of asylum seekers. In their case we only get to decide who stays.

      And not elected by foreigners? Let's see now -40% of the population are foreigners, Gillard and Abbott and dozens of other MP's are foreigners.

      In fact unless aboriginal we are all foreigners.

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    6. Marilyn Shepherd

      pensioner

      In reply to John Phillip

      No, I don't care, but you are obviously European so you are not an aboriginal of this country.

      As a European heinz 57 so am I.

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  8. Gary Murphy

    Independent Thinker

    I'd just like to clarify the opening statement:
    "With 5,459 attempted boat arrivals to Australia in the first half of 2012, an increase of 894 since last year..."
    Since comparing a 12 month period with a 6 month period can be misleading.

    Numbers more than doubled in a year.

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  9. Comment removed by moderator.