Feel the Power all over again? Canberra's new 'age friendly city' number plates debate begins

The announcement of a new number plate slogan for Canberra also revealed what many may not have known - Feel the Power number plates are still available. The ACT government has risked reigniting number plate debates of the late 1990s with the sale of "Canberra - Age Friendly City" plates from July 1.

Justice Minister Shane Rattenbury and Ageing Minister Mick Gentleman announced the new series of "Y" plates on Thursday after the World Health Organisation designated Canberra as an age friendly city.

The slogan joins "Canberra - Heart of the Nation"; "Canberra The Nation's Capital" and the controversial "Feel the Power of Canberra" as standard options for new cars.

"Feel the Power" was maligned by the public after it was included in a Carnell government advertising campaign to promote Canberra in 1998.

Motorists registering cars for the first time are issued with standard numberplates unless they request a slogan or purchase personalised plates.

"This promotes the ACT community's support for positive ageing in a city where older people are respected, valued and supported to participate in their community," Mr Gentleman said in a statment.

Drivers who already have standard "Y" series numberplates will be able to replace them with the new age friendly slogan plates for $38.80.

Groan-inducing TV ads as part of the campaign included historical and political scenes and shots of significant capital buildings, against a backdrop of stirring drum beats.

Drivers risked ridicule by taking their cars across the border with "Feel the Power" plates and just 30 per cent of owners took up the slogan.

Perhaps unsurprisingly, social media users gave mixed reactions to the new age-friendly slogan shortly after it was announced. Last year Canberra business leaders warned against new slogan wars for the city.