I HAVE mixed feelings about the effort Senator Zed Seselja has taken with a letterboxed leaflet to bring Anzac Day to Canberrans.

On the one hand, for the first time, households, businesses and visitors across the Territory have important information about the when and where Anzac events are going to be held. On the other, the information comes clearly branded with a delightful photo of the ACT senator and his contact number.

Compare this approach to the commercialisation of Anzac Day, which can carry some hefty fines.

Woolworths has been pilloried for the website it launched inviting Australians to share memories of war veterans and even uploading a picture to social media. More outrageous was the way the site worked to brand such images with the Woolworths logo and the tagline, “Fresh in Our Memories”. No-one could miss the similarity with the Woolworths slogan “The Fresh Food People”.

Woolworths claimed it was not a marketing campaign. However, as military historian, Jo Hawkins, pointed out in an opinion piece in “The Age”: “It is likely that Woolworths aspired to tap into public sentiment before Anzac Day – with the aim of generating likes, brand engagement and a strong emotional connection with consumers.”

Would Zed be trying to do the same? Surely not. Why would any politician seek a way to “tap into public sentiment” in this manner? Woolworths was providing a service and, at the same time, seeking to be strongly associated with this very Australian sentiment. The senator was doing exactly the same. Woolworths hopes to sell more of its products. A politician’s “product” is being known, being seen as part of the community and tapping into such emotion.

When I stand at the Anzac Dawn Service with my sons and their mates, as they wear their service medals along with those of our ancestors, the emotions are overwhelming. They returned to Australia safely. However, as the dawn breaks and the bugle sounds,the time for remembering those who did not return evokes the strongest feelings of appreciation, gratitude and sorrow whether for those who served so long ago in the Boer War to more recent times in Afghanistan.

Woolworths is not the first to attempt to use Anzac Day for commercial purposes. The sale of mass-produced Anzac biscuits has been around for many years. In 2013, the now Governor-General even fronted a program to “raise a glass of Victoria Bitter”. A deal was struck with the brewer to also “raise” almost $5 million for the RSL and Legacy. This is at a time when Defence is attempting to modify the drinking culture within the armed forces. This year’s tasteless website even features a picture of a war memorial branded across the front with a large VB brand surrounded by smaller RSL and Legacy logos.

The VB site illustrates clearly why there are mixed feelings.

The opening screen proclaims: “Most men tremble when faced with death. The 16th Battalion AIF sang a song. It was just one of many heroic acts exhibited by those at Gallipoli 100 years ago. Which is one reason why, at Victoria Bitter, we’re proud to be among Australia’s biggest contributors to veteran welfare, having donated nearly $7 million to the RSL and Legacy since the appeal began in 2009.”

Victoria Bitter has not only meant a huge contribution to the RSL and Legacy. The site is also helpful in providing an opportunity for beer drinkers, their friends and others who go to the “raise the glass” site to make a donation. They also have an interactive tab to help people find their dawn service. In this aspect of being helpful, the process seems very close to that of Zed Seselja.

Politicians, as community leaders, have invariably had leadership roles in Anzac Day, whether laying wreaths or speaking at the local war memorial. A case could be made that they participate to improve their chance at the next election. Senator Seselja has used a series of tasteful messages from the Australian War Memorial and, similar to presenting a wreath, it may be argued he is simply playing his part as a community leader.

The senator’s leaflet might not be seen as electioneering as the government is about mid-cycle. Perhaps next year, closer to an election, the process could be bipartisan. The message could be circulated with branding shared with the three other ACT federal politicians – similar to bi-partisan laying of wreaths. And there would be no mixed feelings.