NSW Premier Mike Baird has urged voters to ignore a $1 million anti-privatisation media blitz launched by the union movement at the weekend, deriding it as a dishonest attempt to scare people.

The union campaign "NSW Not For Sale" is modelled on that deployed in the Queensland and Victorian elections, both of which saw first-term conservative governments spectacularly swept from power.

A ground force of about 1000 volunteers will also be door knocking and making phone calls to voters.

Despite the union campaign appearing to resonate with voters in Queensland and Victoria, Mr Baird said on Sunday that NSW voters should reject the message.