A gun industry lobby group will target the Victorian government through an advertising blitz that makes no mention of guns but instead attacks the Labor premier, Daniel Andrews, over crime and power prices ahead of next month’s state election.

Funded by the Shooting Industry Foundation of Australia (Sifa), which is backed by Australia’s largest firearms wholesalers, the “Not. Happy. Dan.” videos urge Victorian voters to put Labor last on their ballot papers at the polls on 24 November.

They make no mention of the organisation’s push to lobby governments over gun laws, which emerged in a report by the ABC’s Four Corners on Monday night.

A Sifa spokesman told Guardian Australia the advertisements would run on television, radio and on billboards from the end of the week until election day.

The lobby group’s decision to campaign in the Victorian election follows its efforts in Queensland last year. Sifa funded the “Flick ’Em” campaign, which urged voters to put both major parties last but again did not mention gun reform.

But in Victoria, Sifa’s campaign solely targets the Andrews government.

Asked about the decision, the spokesman said the organisation “considered that the policies of the Labor government are the real concern”.

The videos acknowledge they are supported by Sifa – using the acronym not the full name – and are authorised by the group’s executive director, Rodney Drew. They make no mention of the organisation’s position on gun laws.

The campaign’s website also makes no mention of Sifa’s gun laws push, with the ‘about me’ section saying it is “funded by Project Partners who believe we all have an important voice”. The bottom of the page notes it is “proudly supported by Sifa”.

“It’s not up to us to tell you what to think, it’s up to us to listen,” the website says.

“We did, and our independent polling told us what’s important to you: crime, cost of living and a clear plan to take this state into a better future,” the website says.

“And you told us you reckon Labor’s lost touch.”

Asked why Sifa was not directly campaigning on gun laws and instead trying to shift votes by discussing bread and butter issues, the spokesman said the organisation has “lots to say about guns laws”.

The spokesman said that it was legitimate to campaign on issues unrelated to gun laws because policies that the group claims lead to high power prices or crime affected everyone, including people who were “licensed, registered gun owners”.

He did not know how much the campaign would cost but said the spending would be declared.

Sifa’s members are the small arms and ammunition supplier Nioa, Raytrade, Outdoor Sporting Agencies and the Australian offshoots of international gun manufacturers Winchester and Beretta, according to Four Corners.

The November election will be the last under existing donations legislation with stricter new laws to come into effect from 25 November.

The Firearms council opposed the changes because they would force groups including Sifa to disclose donations and “prohibit, in some circumstances, your right to make donations anonymously”.

Earlier this year, the Victorian government rejected a push from the Shooters, Fishers and Farmers party to end a ban on gun silencers for recreational shooters. The Coalition also opposed the move.

The premier’s office was contacted for comment.