Launching its “Our Natural Advantage” campaign today, APPEA is hoping to appeal to the public and policymakers on what will happen if further major projects fall by the wayside.

“The campaign will send a clear message that saying ‘no’ to natural gas development is not consequence-free,” APPEA external affairs director Michael Bradley said in a statement to media.

“Developing new supplies is absolutely critical if Australia wants to put downward pressure on energy prices, meaningfully reduce greenhouse gas emissions and bring on the next wave of Australia’s prosperity.”

APPEA said $150 billion in gas projects had fallen by the wayside in the past 12 months, with another $150 billion worth of projects on the line.

APPEA’s campaign appears to be in response to a well-organised grassroots campaign run by environmental groups such as Lock the Gate that has successfully whipped up environmental concern against the industry.

However, this morning Bradley told EnergyNewsPremium that APPEA’s campaign was wide-ranging, rather than being aimed solely at opposition against unconventional gas extraction.

“It’s a bit broader than just that,” he said.

“There’s environmental fear being created all across Australia, not just in the unconventional sense.”

He pointed to the anti-James Price Point protests earlier this year and ongoing opposition to seismic surveys in South Australia.

He said BP would also be bracing itself for environmental opposition once drilling in the Great Australian Bight got closer.

“The Australian economy can’t afford the risks posed by having public policy influenced by anti-gas misinformation,” Bradley said in a press release.

He said previous campaigns such as “We Want CSG” had been “remarkably effective”, pointing to the development of Queensland’s CSG industry as evidence of general community acceptance of the industry.

Bradley said the latest campaign was not designed to be a scare campaign but instead aimed to “highlight the economic opportunities that could be lost to Australia if development costs were not addressed”

“Of course there are a number of sources of competing supply coming on from North America and Africa in particular, so what we want to do is highlight the potential cost of our sliding competitiveness,” he said.

While the campaign has been designed for the upcoming federal election, it may run for “many years to come” and feature TV, radio and online advertising.

APPEA is hoping people will head to www.ournaturalgasadvantage.com.au and fill out a petition that will be sent to local members of parliament.

“For every voice which is anti-development, we want to demonstrate that there is a voice sticking up for the gas industry,” Bradley said.

Advertisements should be hitting TV screens today.