'Work Choices' Brand Discarded
The Australian Government stopped using the name "Work Choices" to describe its industrial relations changes on 17 May 2007. Workplace Relations Minister Joe Hockey said the brand had to be dropped due to the union and community campaign against the Work Choices laws. "It has resonated because it's been the most sophisticated and political campaign in the history of this country". The ACTU countered that the name may have changed but the laws were the same. The Government did not rename the brand, but did launch a new advertising campaign that did not refer specifically to WorkChoices. This gave rise to the jibe from critics and commentators alike that the policy was one that dare not speak its name, an allusion to the euphemism coined by Lord Alfred Douglas for homosexuality. Another notable curiosity was the continuation of the https://www.workchoices.gov.au/ website.
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