Families in Australian capital cities will pay higher income taxes and lose payments costing up to $2500 per household if Tony Abbott becomes prime minister, Julia Gillard will claim on Monday in a frontal assault on the opposition based on the cost of living.
Armed with new government modelling on the effects of Mr Abbott's plans to scrap the carbon and mining taxes and the various tax breaks and family benefits attached to their introduction, Ms Gillard will make a major pitch to the hip pocket.
Her message to former Labor voters is that if they elect Tony Abbott as prime minister, they will be thousands of dollars a year worse off.
The modelling uses Australian Bureau of Statistics data applied to a range of typical households.
However, its key assumptions and conclusions have not been subject to external audit and do not include the possible savings in lower household energy costs that would accrue from abolishing the carbon tax.
Separate Treasury calculations put the average benefit of scrapping the carbon tax at $515 per household, including $172 per year from lower electricity prices and $78 per year from lower gas prices.
The government's modelling finds the removal of tax breaks brought in as part of the carbon tax, and the promised scrapping of the schoolkids bonus unveiled in last year's budget as a benefit of the mining tax, would see many households lose between $1500 and $2500 per year.
Then there is income tax. Mr Abbott has promised to remove carbon tax compensation - which saw the tax-free-threshold for those earning less than $80,000 a year, increased from $6000 to $18,200.
The government says that change would hit 565,000 individuals in western Sydney alone - where Prime Minister Gillard is campaigning - including as many as 45,000 part-time workers, the majority of whom are women.
Polling conducted for Fairfax Media and released on Saturday suggests the ALP is in danger of losing a swag of formerly safe seats in western Sydney, which would see it swept from office regardless of its performance elsewhere.
The calculations will form the central pillar of Labor's renewed pitch to the heartland and signals a marked shift by Ms Gillard to a new and more brutal form of retail politics.
Mr Abbott attempted to spoil Ms Gillard's efforts by heading west on Sunday to spruik his own plan for relieving cost-of-living pressure on struggling families.
In her first official campaign event, a major speech to the University of Western Sydney on Sunday evening, Ms Gillard sought to leverage her own status as a ''westie'', albeit in Melbourne.
''For far too long, the community I made my home, the communities I represent, have been the kind of places people hurried through - not places where you stopped and stayed,'' she said. ''Being from the west should never be viewed as being second-rate.''