REVEALED: How Labor won the election by relentlessly targeting unpopular Scott Morrison to ‘haunt’ undecided voters into backing change
- Labor won narrow majority of 77 seats in the lower house at the May 21 election
- ALP national secretary Paul Erickson has revealed the secrets to the success
- He said Labor made sure undecided voters were ‘haunted’ by Scott Morrison
- The party was also able to ‘cultivate, elevate and stoke a mood for change’
Labor won the election by targeting the unpopular Scott Morrison and convincing undecided voters to back change.
ALP national secretary Paul Erickson has revealed the secrets to the party’s successful campaign three weeks after Anthony Albanese‘s victory.
He said the campaign targeted undecided voters to make sure they felt ‘haunted’ by the idea of three more years under a Morrison Government.
One advert (pictured) timed to hit screens after Mr Albanese’s win at the first leaders’ debate featured vision of Mr Morrison trying to force an exhausted firefighter to shake his hand
Labor released a barrage of TV and radio adverts blasting Mr Morrison over his handling of the 2019 bushfires and the slow Covid-19 vaccine rollout.
One advert timed to hit screens after Mr Albanese’s win at the first leaders’ debate featured vision of Mr Morrison trying to force an exhausted firefighter to shake his hand as well as pictures of him on holiday in Hawaii as the nation burned.
Another showed him repeatedly saying ‘that’s not my job’ and accused him of failing to take responsibility for mistakes.
In a speech to the National Press Club on Wednesday, Mr Erickson said Labor’s biggest challenge was to convince undecided voters to back a new government when normally during times of crisis the status quo prevails.
‘The biggest barrier Labor had to overcome was not voters’ evaluation of our proposition, or a counter offer from the Coalition, it was a widespread and deep sense of fatigue, anxiety, and aversion to risk after some of the most difficult years we’ve endured,’ he said.
Labor won a narrow majority of 77 seats in the lower house. Pictured: Mr Albanese with his girlfriend Jodie and son Nathan on election night
‘Normally, these sentiments would drive fence-sitters decisively back to the government of the day and weigh heavily against an effort to build a majority for change. Yet we had a powerful argument.
‘We asserted that the alternatives at this election were not ”the devil you know” or ”a leap into the unknown” – instead, it was a clear choice between a better future under Anthony Albanese and three more years of Scott Morrison.’
Mr Erickson believes Labor was able to ‘cultivate, elevate and stoke a mood for change’.
The aim was to portray Mr Albanese as someone who would ‘show up, take responsibility and work with people to solve problems’ in contrast to Mr Morrison.
He also believes voters had a clear sense of Labor’s priorities and supported them.
They were ‘getting wages growing, investing more in Medicare and healthcare, working with business to bring back manufacturing, and investing in renewable energy to reduce emissions and face up to the challenge of climate change.’
Labor won a narrow majority of 77 seats in the lower house as the Coalition lost 18 seats including 10 to the ALP, six to climate-focussed independents and two to the Greens.
Labor unveiled new TV advert attacking the Prime Minister over his missteps on Covid-19 and bushfires. He is pictured in Hawaii as the nation burned in 2019