Allied Health Professions Australia (AHPA) is disappointed that the allied health workforce was overlooked in the first Australian Government advertising campaign promoting primary healthcare careers.
AHPA CEO Ms Bronwyn Morris-Donovan said AHPA applauded the focus on sustaining the primary healthcare workforce but the allied health sector, which is the second largest clinical workforce after nursing and midwifery, deserved better.
“Absence of allied health representation at this morning’s launch by (Health) Minister Butler is reinforcement of the Albanese Government’s disengagement with the allied health sector,” she said.
“More than half of the allied health sector is in national workforce shortage, including psychologists, occupational therapists and optometrists. This is a classic example where consultation would have produced a better outcome.
“We’re pleased that allied health has been included on the campaign website but once again the Federal health department hasn’t thought beyond GPs and nurses.
“As we head into the election, we are hopeful of a demonstrated commitment to the primary allied health workforce – funded prac placements, undergraduate placement models and funded recruitment and retention strategies.”
No mention of audiology
Minister for Health and Aged Care Mr Mark Butler launched the first ever Australian Government advertising campaign to showcase careers in primary healthcare on 12 February 2025.
It will be delivered via channels including television, social media, digital video and ‘out-of-home’ ads like billboards around TAFEs, universities and hospitals.
It features video advertisements for careers as a GP, in nursing, midwifery, remote nursing and a tailored campaign for First Nations people. In the allied health field, there is a psychology video.
The primary healthcare careers campaign website has an allied health section but there appears no mention of audiology or audiometry. Ironically, the website’s main home page photo shows a practitioner using an otoscope to look in an Aboriginal child’s ear in the outback.
The government says primary health care refers to non-hospital settings like general practice, aged care, mental health services, Aboriginal Community Controlled Health Organisations and other community health settings.
The campaign seeks to:
- attract new talent, including university health students and recent graduates
- inspire current healthcare professionals to consider primary health care pathways
- demonstrate various pathways into the primary health care industry
- shift public perceptions by highlighting impact, purpose and career growth opportunities in primary health care.
Mr Butler said: “Considering how critically important primary health care professions are, it seems incredible that we are the first Australian Government to run a careers campaign like this.
“The campaign will elevate primary health care and raise the profile of GPs, nurses, midwives, allied health professionals, First Nations health practitioners and every single health professional.”
