Labor will be remedy not replica: Bowen

Labor has promised to provide "a remedy, not a replica" of the coalition if it wins government.

Shadow treasurer Chris Bowen has told Labor's official campaign launch on Sunday there are clear choices in the July 2 federal election, such as a tax cut or more funding for schools.

"A long time ago we decided to make this campaign a battle of ideas not of insults," he told the Labor faithful at the Joan Sutherland Performing Arts Centre in Penrith.

Deputy leader Tanya Plibersek introduced the 100 young people in red Labor t-shirts - representing the party's 100 policies - who provided a backdrop for the launch.

"While we were still fighting this terrible government, Bill and I and this team before you made sure that we got on with the hard yards of policy development," she said.

"As we have advanced our ideas, the Liberals were retreating from theirs. What do they even stand for?"