Innovation ad campaign to cost taxpayers $28 million

The federal government has confirmed it will spend $28 million in advertising to support its National Innovation and Competitiveness Agenda.

The innovation agenda, announced on December 7 and budgeted at $1.1 billion, would be backed by the campaign on TV, print and online, Fairfax reports this morning.

"It [is] designed to help change the culture around innovation and science in our businesses, engage young people to help inspire the entrepreneurs of the future and any provide the key information to any Australian wanting to take a risk on a new business venture," said industry and innovation minister Christopher Pyne.

The ABC reports that the government wanted to see a "cultural shift", part of what the campaign is hoped to achieve.