Advance (lobby group) explained

Advance
Purpose:Conservative political campaigning
Headquarters:Brisbane, Queensland, Australia
Membership:306,000 (2024)

Advance, stylised as ADVANCE and formerly known as Advance Australia, is a conservative political lobbying group launched in 2018 to counter the progressive lobbying group GetUp. It has close links to the Liberal Party of Australia, and targeted the Australian Labor Party, Australian Greens and teal independents in the 2025 Australian election.[1]

History

Advance Australia was launched in 2018, with the express purpose of countering GetUp, a progressive Australian lobbying group.[2] [3] In its first four months, Advance Australia raised A$395,000 and signed up 27,500 members.

The national director of Advance Australia was Gerard Benedet, a former Liberal Party staffer who led the organisation during the 2019 Australian federal election.[4] Benedet stood down in September 2019, and was replaced by Liz Storer, former City of Gosnells councillor,[5] [6] and advisor to ex-Liberal senator Zed Seselja. Former Prime Minister Tony Abbott has provided strategic advice to the organisation.[7] Matthew Sheahan serves as executive director and has been described as the "main man" behind Advance.[8]

By May 2019, it had raised $1.7 million, according to Benedet.[9] It raised money through donations on its website.[10] Benedet said that the membership was 60 per cent male and had an average age of about 50.[11]

High-profile backers have included businessmen such as Maurice Newman, Kennards Self Storage managing director Sam Kennard, and Australian Jewish Association president David Adler.[12] Other members of the advisory council have included security specialist Sean Jacobs and journalist Kerry Wakefield.[13] Queensland businessman James Power was also involved.[14]

the group had been renamed simply "Advance".[2]

Leadership, funding, and membership

Advance Australia's independence had not been tested by the Australian Electoral Commission (AEC) in the same manner as similar lobby groups.[15] Advance's leadership is largely composed of former Liberal Party operatives[16] and has employed the likes of Liberal Party Senator Jacinta Nampijinpa Price.[17]

In 2022–2023 Advance raised A$5.2 million in donations, according to the Australian Electoral Commission (AEC). This was more than $2.5 million it received in 2021–2022.[18]

It has received funding from the Liberal Party-linked Cormack Foundation, which donated $500,000 to Advance,[19] from Gina Reinhardt,[20] and $655,000 from members of the Exclusive Brethren religious sect.[21]

the group's supporters numbered around 306,000.[22]

Policies

The group has stated that it opposes left-wing activists who it says are trying to change the Australian way of life. It decries radicalism and political correctness, espousing what it calls "mainstream values".[23] In 2019 it promoted family values, free markets, meritocracy, business, a Judeo-Christian heritage, a strong defence force, and national borders.[24] [25] [26] [27] [28] [29]

The group believes that anthropogenic climate change is a "hoax", with national director Liz Storer in 2020 describing the teaching of the predominant scientific view as "the other side of the story being shoved down their throats... The left have infiltrated our education systems."

Campaigns

Online petitions

The earliest campaigns of Advance Australia included online petitions to:

Climate campaigns

Advance Australia's national director Liz Storer vowed upon her appointment in September 2019 to target the "militant advance of climate activism" and in particular, the protest group Extinction Rebellion, whom she described as "criminals who pose a menace to society".[33]

In 2020, Advance Australia commenced a campaign aimed at children with an e-book titled 10 climate facts to expose the climate change hoax. They claim that a "consensus" goes against the "scientific method" and that there are many recognised scientists who do not agree that human generation of is the "control knob" of climate. The group are seeking to have their material distributed in classrooms. However the New South Wales Department of Education has stated it would not allow Advance Australia's in schools as they are not objective and would be in violation of the Controversial Issues in Schools policy. The Victorian Education Minister James Merlino has described the book as "rubbish", adding "this organisation is a front for a group of ill-informed climate change deniers".[34]

In early 2023, Advance led an online petition to oppose net zero plans by the government[35]

In 2024, Advance, along with the Liberal Party, ran a campaign against the Albanese government's policy to introduce fuel efficiency standards for vehicles. The group claimed, wrongly, that this policy was a tax,[36] and published an advertisement featuring a picture of National Farmers Federation president David Jochinke without his permission. The farmers' lobby said that it did not share Advance's policies on climate change, and that it was committed to the government's net zero target.[37]

In November 2025, Advance continued to campaign against net zero plans, launching an online campaign to pressure Liberal Party MPs to drop support for net zero targets.[38] Earlier in the month, the Nationals abandoned their net zero commitments and proposed Australia instead follow OECD averages for emissions reductions and focus on adaptation.[39] On the 13th of November the Liberal Party announced it would abandon the target of net zero emissions by 2050 but remain in the Paris Agreement.[40]

2019 federal election

During the 2019 federal election campaign:

2022 federal election

During the 2022 federal election campaign:

2022–2023 Indigenous Voice to Parliament

Advance set up campaigns to oppose the Voice to Parliament,[49] encouraging voters to vote No in the 2023 referendum on the matter. Its campaigns include a new social media advertising campaign titled "The Voice is Not Enough" (or just "Not Enough"),[50] aimed at a young demographic and targeting the "progressive no" vote, suggesting that the Voice would be too weak, or was not the main priority for Aboriginal and Torres Strait Islander people. As part of this campaign, they misrepresented the views of some Indigenous people and used others' photos without their permission.[51] It has also created a "Referendum News" Facebook page,[52] which showed only anti-Voice posts, and by May 2023 the group had spent thousands of dollars on Facebook and Instagram ads.[2]

In July 2023, a cartoon ad run by Advance in the Australian Financial Review, featuring caricatures of Yes campaigner Thomas Mayo, MP and Yes advocate Kate Chaney, and her father businessman Michael Chaney, led to bipartisan condemnation of the ad as "racist".[53] The AFR later apologised for publishing the ad.[54] [55]

2024 Dunkley by-election

Advance spent nearly $300,000 running advertising against Labor in the 2024 by-election for the federal seat of Dunkley in southeastern Melbourne, triggered by the death of sitting Labor MP Peta Murphy. Its campaign was described variously as ‘Trumpian’, ‘misinformation’ and a ‘fear campaign.’[16] [56] Despite Advance's efforts, Labor held the seat.[57]

2025 federal election

Advance were the highest-spending lobby group during the lead-up to the 2025 Australian election, spending A$1,762,435 on advertising that mostly targeted seats that could be won by the Australian Greens.[58]

Reception

The group has been criticised, primarily by progressive groups, for distributing misinformation[59] and for purportedly campaigning for the Liberal Party, to which Advance has close links.[60] it has been criticised for not revealing where much of its funding comes from[18] and for criticising ‘elites’, while receiving significant funding from the rich and powerful.[61] [62]

In April 2025, The Age and The Sydney Morning Herald published articles investigating 'behind Advance’s propaganda machine – and its deluge of disinformation – are links to the far right in the US.' It outlined how Advance has copied American-style 'MAGA model' campaigning to claim independence, when most of its staff come from right-wing political parties, how it claims to be publicly funded, while most of its money comes from billionaires, and how it shares known disinformation, like the false claim that offshore wind farms kill whales.[63]

In July 2025, Advance was criticized for repurposing footage of identifiable children without obtaining consent in an ad attacking Welcome to Country ceremonies.[64]

External links

Notes and References

  1. Web site: The under-the-radar activist accounts outspending the teals . 15 April 2025 .
  2. Web site: Wilson . Cam . Anti-Voice 'news' Facebook page is run by the No camp, but you wouldn't know it . . 22 May 2023 . 2 June 2023 . 2 June 2023 . https://web.archive.org/web/20230602073925/https://www.crikey.com.au/2023/05/22/voice-to-parliament-no-advance-australia-unbranded-news-facebook-advertising-page/ . live .
  3. Web site: What is Advance Australia, the new conservative lobby group taking on Get Up! . McGhee . Ashlynne . 21 November 2018 . ABC News . Australian Broadcasting Corporation . 4 May 2019 . 17 May 2019 . https://web.archive.org/web/20190517121232/https://www.abc.net.au/news/2018-11-21/what-is-advance-australia/10520122 . live .
  4. Web site: Meet Gerard Benedet, the man who could save conservatives - or take them down with him . Koslowski . Max . 16 March 2019 . The Sydney Morning Herald . Nine Publishing . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075743/https://www.smh.com.au/politics/federal/meet-gerard-benedet-the-man-who-could-save-conservatives-or-take-them-down-with-him-20190315-p514l1.html . live .
  5. Web site: Loussikian . Kylar . Hutchinson . Samantha . Benedet bows out of Advance Australia . . 12 September 2019 . 28 September 2019.
  6. Web site: Former Gosnells Councillor takes over as head of advanced Australia . Out In Perth . 16 October 2019 . 16 November 2019 . 16 November 2019 . https://web.archive.org/web/20191116142020/https://www.outinperth.com/former-gosnells-councillor-takes-over-as-head-of-advance-australia/ . live .
  7. Web site: What are 'Advance' and 'Fair Australia', and why are they spearheading the 'no' campaign on the Voice? . 25 July 2023 . 16 April 2024 . 16 April 2024 . https://web.archive.org/web/20240416214053/https://theconversation.com/what-are-advance-and-fair-australia-and-why-are-they-spearheading-the-no-campaign-on-the-voice-209390 . live .
  8. Web site: Seccombe . Mike . 2023-11-04 . The man behind Advance's far-right campaign . 2025-05-03 . The Saturday Paper . en.
  9. Proxy War: the outsiders campaigning for the major parties . Radio National Breakfast . Australian Broadcasting Corporation . Katherine Gregory . 10 May 2019 . 3:01 . 10 May 2019 . 5 March 2022 . https://web.archive.org/web/20220305021434/https://www.abc.net.au/radionational/programs/breakfast/proxy-war-the-outsiders-campaigning-for-the-major-parties/11099892 . live .
  10. Gerard Benedet . . Macquarie Media . George and Paul . 24 November 2018 . 06:34 . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075744/https://www.2gb.com/podcast/gerard-benedet/ . live .
  11. Web site: GetUp and Advance Australia go head-to-head . Seo . Bo . 23 April 2019 . Australian Financial Review . Nine Publishing . 7 May 2019 . 7 May 2019 . https://web.archive.org/web/20190507000317/https://www.afr.com/news/politics/national/getup-and-advance-australia-go-head-to-head-20190418-p51fb3 . live .
  12. News: How the Atlas Network is shaping your life, even if you've never heard of it . Gareth Hutchens . 2026-01-26 . ABC News .
  13. Web site: Advisory Council . https://web.archive.org/web/20190312103132/https://www.advanceaustralia.org.au/advisory_council . dead . 12 March 2019 . Advance Australia . 4 May 2019.
  14. Web site: Advance Australia – where? . MacCallum . Mungo . 26 November 2018 . The Monthly . Morry Schwartz . 7 May 2019.
  15. Web site: Win for GetUp! as Electoral Commission rules it's not formally linked to Labor or the Greens. Koziol. Michael. 2019-02-18. The Age. en. 2019-09-28.
  16. Web site: Liberals distance themselves from right-wing group's 'rapists, murderers' scare campaign . 23 February 2024 . 11 February 2025 . 24 January 2025 . https://web.archive.org/web/20250124144246/https://www.smh.com.au/politics/federal/liberals-distance-themselves-from-right-wing-group-s-rapists-murderers-scare-campaign-20240223-p5f78z.html . live .
  17. https://www.theage.com.au/politics/federal/the-senator-the-ex-pm-and-the-lobby-group-price-s-crusade-to-remake-the-liberals-20250911-p5mueu.html
  18. Web site: Rightwing lobby group Advance Australia doubles donation revenue but half of donors unknown . The Guardian . 2 February 2024 . Canales . Sarah Basford . Evershed . Nick .
  19. https://www.abc.net.au/news/2026-02-16/liberal-party-right-wing-division-realignment-four-corners/106331358
  20. https://www.theguardian.com/australia-news/2026/feb/02/gina-rinehart-political-donations-hancock-prospecting?CMP=Share_iOSApp_Other
  21. https://www.smh.com.au/politics/federal/exclusive-brethren-members-gina-rinehart-donate-to-right-wing-group-advance-20260202-p5nyuu.html
  22. Web site: Anti-voice activists to target Greens . . 27 June 2024 . 27 June 2024 . https://web.archive.org/web/20240627005227/https://www.theaustralian.com.au/nation/politics/antivoice-activists-launch-preelection-attack-on-the-greens/news-story/3538b043c620aa608a22776a962ba476 . live .
  23. Web site: (Home page) . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075746/https://www.advanceaustralia.org.au/ . live .
  24. Web site: Our Beliefs . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075759/https://www.advanceaustralia.org.au/our_beliefs . live .
  25. Web site: Protecting Personal Freedoms . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075803/https://www.advanceaustralia.org.au/protecting_personal_freedoms . live .
  26. Web site: Fighting Political Correctness . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075752/https://www.advanceaustralia.org.au/fighting_political_correctness . live .
  27. Web site: Restoring a Fair Go & Family Values . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075800/https://www.advanceaustralia.org.au/restoring_a_fair_go_family_values . live .
  28. Web site: Ensuring a Safe and Secure Nation . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075758/https://www.advanceaustralia.org.au/ensuring_a_safe_and_secure_nation . live .
  29. Web site: Creating Economic Opportunity . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075813/https://www.advanceaustralia.org.au/creating_economic_opportunity . live .
  30. Web site: Save Australia Day . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075747/https://www.advanceaustralia.org.au/australiaday . live .
  31. Web site: Sign the petition today to support hard working retirees and tell politicians - Hands off our super! . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075746/https://www.advanceaustralia.org.au/supertax . live .
  32. Web site: Australians can't afford Labor's Supercharged Carbon Tax . Advance Australia . 4 May 2019 . 4 May 2019 . https://web.archive.org/web/20190504075746/https://www.advanceaustralia.org.au/labors_supercharged_carbon_tax . live .
  33. Web site: Benson . Simon . Conservative alliance targets climate army . The Australian . 10 January 2021 . 16 October 2019 . 5 July 2024 . https://web.archive.org/web/20240705140001/https://www.theaustralian.com.au/nation/politics/advance-australia-targets-extinction-rebellion-menace/news-story/650b1f7bf553c47ef7cc1c928b649bff . live .
  34. Web site: We want to see balance right wing activists target primary school children on climate . Koziol . Michael . Sydney Morning Herald . 15 February 2020 . 16 February 2020.
  35. Web site: Front and Centre . 22 January 2023 . 22 January 2023 . https://web.archive.org/web/20230122034424/https://www.advanceaustralia.org.au/sign-not-zero . live .
  36. Web site: We fact checked Peter Dutton on whether Labor's new fuel efficiency standards are a 'ute tax'. Here's what we found . ABC News . 14 March 2024 . 26 March 2024 . 28 March 2024 . https://web.archive.org/web/20240328005728/https://www.abc.net.au/news/2024-03-15/fact-check-vehicle-missions-standard-ute-family-car-tax/103587622 . live .
  37. Web site: "Advance" caught in Farmers Federation ad sham . 8 March 2024 . 26 March 2024 . 26 March 2024 . https://web.archive.org/web/20240326215559/https://theklaxon.com.au/advance-caught-in-farmers-federation-ad-sham/ . live .
  38. News: Jervis-Bardy . Dan . 2025-11-11 . Advance launches last-minute lobbying campaign pressuring Liberal MPs to dump net zero target . 2025-11-12 . The Guardian . en-GB . 0261-3077.
  39. News: 2025-11-02 . 'Found our voice': Nationals abandon net zero by 2050 climate promise . 2025-11-12 . ABC News . en-AU.
  40. News: Armstrong . Clare . Truu . Maani . 2025-11-13 . Liberal Party formally abandons net zero by 2050 climate target . 2025-11-16 . ABC News . en-AU.
  41. Web site: Conservative lobby group makes police complaint of death threat against "unmasked" Captain GetUp . Maley . Jacqueline . 17 April 2019 . The Sydney Morning Herald . Nine Publishing . 4 May 2019.
  42. Web site: Advance Australia, the conservative GetUp!, comes to Tony Abbott's rescue . Koslowski . Max . 13 March 2019 . The Sydney Morning Herald . Nine Publishing . 7 May 2019 . ... It will focus on the seats of Dickson, Deakin, Boothby and Warringah, held respectively by Peter Dutton, Michael Sukkar, Nicolle Flint and Mr Abbott ... Advance Australia will also campaign in Indi, the regional Victorian seat which is wide open following independent Cathy McGowan's decision to retire. . 4 May 2019 . https://web.archive.org/web/20190504094539/https://www.smh.com.au/politics/federal/advance-australia-the-conservative-getup-comes-to-tony-abbott-s-rescue-20190312-p513ht.html . live .
  43. Web site: Campaign lurches to wilder shores: GetUp as gateway drug to a global socialist agenda . Davidson . Helen . 1 May 2019 . The Guardian . 4 May 2019.
  44. Web site: Behind the lobby group authorising the "CCP says vote Labor" ads that are causing a stir . 13 April 2022 . 13 April 2022 . https://web.archive.org/web/20220413150350/https://www.sbs.com.au/news/the-feed/article/you-might-have-heard-about-the-ccp-bot/jtcpkuk9l . dead.
  45. Web site: Right-wing group warned over anti-Labor ads with Xi Jinping . 16 March 2022 . 13 April 2022 . 6 April 2022 . https://web.archive.org/web/20220406095518/https://www.canberratimes.com.au/story/7660390/right-wing-group-warned-over-anti-labor-ads-with-xi-jinping/ . live .
  46. Web site: Mark McGowan condemns "morons" for displaying ads outside his home linking Labor with China . . 6 April 2022.
  47. https://www.abc.net.au/news/2022-04-27/david-pocock-lodges-complaint-over-advance-australia-corflutes/101016990 Independent ACT Senate candidate David Pocock lodges complaint over "false" election corflutes
  48. Web site: AEC Statement: Advance Australia signage . Australian Electoral Commission . 16 May 2022 . 16 May 2022 . 16 May 2022 . https://web.archive.org/web/20220516013723/https://www.aec.gov.au/media/2022/05-16.htm . live .
  49. Web site: Sign this open letter to tell Anthony Albanese and Peter Dutton .
  50. Web site: The Voice is not enough: vote now . Facebook . 2 June 2023 . 2 June 2023 . https://web.archive.org/web/20230602071615/https://www.facebook.com/voiceisnotenough . live .
  51. Web site: Campbell . David . No campaign accused of misrepresenting First Nations commentators in youth-targeted advertisements . . 2 June 2023 . 2 June 2023 . 1 June 2023 . https://web.archive.org/web/20230601232257/https://www.abc.net.au/news/2023-06-02/fact-check-fair-australia-not-enough-no-campaign-quotes/102422750 . live .
  52. Web site: Referendum News . Facebook . 2 June 2023 . 16 October 2023 . https://web.archive.org/web/20231016052959/https://www.facebook.com/login/?next=https%3A%2F%2Fwww.facebook.com%2Freferendumnews . live .
  53. Web site: Worthington . Brett . No campaign advertisement dubbed 'personal and racist attack' on Voice Yes campaigner Thomas Mayo . ABC News . 6 July 2023 . 27 July 2023 . 12 August 2023 . https://web.archive.org/web/20230812185626/https://www.abc.net.au/news/2023-07-06/no-voice-newspaper-ad-dubbed-racist/102304488 . live .
  54. Web site: Butler . Josh . AFR apologises for running voice no campaign ad featuring 'racist trope' . . 6 July 2023 . 27 July 2023 . 9 August 2023 . https://web.archive.org/web/20230809073630/https://www.theguardian.com/australia-news/2023/jul/06/no-campaign-cartoon-ad-newspaper-indigenous-voice-to-parliament . live .
  55. Web site: Wedesweiler . Madeleine . Australian newspaper apologises over 'racist' ad from No campaign . . 6 July 2023 . 27 July 2023 . 15 August 2023 . https://web.archive.org/web/20230815035232/https://www.sbs.com.au/news/article/australian-newspaper-apologises-over-racist-ad-from-voice-to-parliament-no-campaign/hic3jkzuq . live .
  56. Web site: Albanese will be hoping for a win in the Dunkley by-election. But Advance is back as bold as ever, fighting with fear . ABC News . 25 February 2024 .
  57. Web site: Dunkley By-election 2024 Results . . 20 March 2024 .
  58. Web site: Canales . Sarah Basford . Belot . Henry . 'We have destroyed the Greens': third-party groups spent millions on ads to influence Australian voters. Some claim it worked . the Guardian . 9 May 2025 . 9 May 2025.
  59. Web site: Who is behind Advance Australia and what's their next move? . 28 March 2024 . 16 April 2024 . 16 April 2024 . https://web.archive.org/web/20240416213904/https://thenightly.com.au/politics/australia/advance-australia-truth-trucks-and-dark-money-claims-where-will-this-controversial-group-turn-up-next-c-13958251 . live .
  60. Web site: Rightwing political group Advance mounts 'unprecedented' campaign against Labor in Dunkley . The Guardian . 22 February 2024 . Butler . Josh . 11 February 2025 . 26 February 2024 . https://web.archive.org/web/20240226052613/https://www.theguardian.com/australia-news/2024/feb/23/rightwing-political-group-advance-mounts-unprecedented-campaign-against-labor-in-dunkley . live .
  61. Web site: Revealed: The elite money behind the No campaign . 14 September 2023 . 11 February 2025 . 26 September 2023 . https://web.archive.org/web/20230926084455/https://www.smh.com.au/politics/federal/revealed-the-elite-money-behind-the-no-campaign-20230913-p5e4eh.html . live .
  62. Web site: The heavy hitters behind Australia's biggest conservative lobby group . February 2024 . 16 April 2024 . 4 April 2024 . https://web.archive.org/web/20240404085234/https://www.afr.com/rich-list/the-heavy-hitters-behind-australia-s-biggest-conservative-lobby-group-20240201-p5f1pt . live .
  63. Web site: The Sydney Morning Herald . Good Weekend . 18 April 2025 . 21 April 2025 . subscription . Tim . Elliott . live . 17 April 2025 . https://archive.today/20250417194331/https://www.smh.com.au/national/copied-the-maga-model-the-grassroots-lobby-group-funded-by-some-of-australia-s-richest-20250408-p5lq6k.html . 'Copied the MAGA model': The 'grassroots' lobby group funded by some of Australia's richest .
  64. Web site: Parents did not consent to children appearing in new Advance ad . ABC News . 25 July 2025 .

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