Scott Morrison is targeting first home buyers and “quiet Australians” as he centres his re-election pitch on the aspirations of ordinary families.

The prime minister focused heavily on supporting people going about their lives with “simple, decent aspirations” while launching the coalition campaign in Melbourne on Sunday.

Mr Morrison drew from his own story, and those of people he has met on the campaign trail over the past four weeks, in a speech to hundreds of Liberal Party members.

He spoke at length about the “promise of Australia” while outlining his values statement.

Mr Morrison shared a lesson from his parents while making his pitch to voters.

“Life’s about what you contribute, not what you accumulate,” he said.

His speech opened with largely positive tones before switching gears to hit out at the opposition.

“I’m not getting into a spend-a-thon with Labor, they’re welcome to it,” Mr Morrison said.

“Reckless spending is not a vision, Australians. It’s a burden on current and future generations. So I say to Australians, do not allow Labor’s reckless spending to start.”

The prime minister announced a scheme to give first home buyers help with their deposits if he is re-elected on May 18.

First home buyers would only need to save five per cent of the purchase price – down from 20 per cent – with the government underwriting the balance.

Buyers would also save about $10,000 by not having to pay lenders mortgage insurance.

“The support would stay in place for the life of the loan,” Mr Morrison said.

“They’ve got their first leg on the first rung of the ladder.”

Mr Morrison also pledged money for new parents to receive peri-natal depression checks.

His wife Jenny and their daughters, Abbey and Lily, along with his mother Marion, joined him on stage at the the Mother’s Day event.

The four main women in his life introduced the prime minister to the crowd after a video presentation focused on Mr Morrison and his family was played.

“They are the women in my life. I couldn’t love them or if I tried. And they couldn’t love me more if they tried,” he said.

Earlier, Liberal MP Sarah Henderson, who is fighting to hold onto her Victorian seat of Corangamite, was chosen to introduce the prime minister.

“Ladies and gentlemen, how good is Scott Morrison,” she told the laughing crowd, borrowing one of his favourite catch phrases.

Treasurer and deputy Liberal leader Josh Frydenberg received a standing ovation when he took to the stage, using his speech to hammer Labor for its platform of higher taxes.

“This is no normal election. This is an election which will shape the future of our country,” Mr Frydenberg said.

“So this election, on 18 May, the choice for 25 million Australians could not be clearer.

“Vote for Scott Morrison and the coalition government for a stronger economy and a brighter future.”

Nationals Leader Michael McCormack was also on hand to talk about the coalition’s “plan, passion and positivity” to serve another term in government.

Mr McCormack described the prime minister as a man who “gets things done” and cuts through the bureaucracy, highlighting his efforts on tackling the drought.

Former prime ministers John Howard, Tony Abbott and Malcolm Turnbull were noticeable absentees at the launch.

But outside the convention centre, anti-Adani protesters were on hand to rally against the controversial coal mine project in Queensland.