Former prime minister Julia Gillard has publicly condemned the use of the slogan “Ditch the Witch” in advertisements targeting Victorian Premier Jacinta Allan. The billboards, which were partially funded by Melbourne brothel owner Franco Puleo, have drawn sharp criticism for resurrecting a phrase previously used against Gillard during her time as prime minister fifteen years ago.
According to reports, Puleo stated that the advertisements were not intended as a political statement, but rather as a reflection of what he described as the feelings of the Victorian public. Gillard, however, expressed that she was “disgusted” to see the trope return to the political discourse.
Why the return of this slogan is significant
Gillard noted that while she believed the landscape for women in politics had been slowly improving over the last decade and a half, the reappearance of this specific language suggests that progress remains fragile. She highlighted that while sexism may be less ferocious in the mainstream political arena than it was during her own tenure, the digital environment, particularly social media, continues to act as a “toxic sewer.” By resurrecting a slogan that was roundly condemned fifteen years ago, the incident underscores the ongoing challenges women face in public office.
Did You Know? The phrase “Ditch the Witch” was a prominent slogan used against Julia Gillard during her term as prime minister fifteen years ago, a period during which the language was subject to widespread public condemnation.
What could happen next
As the incident gains public attention, it is possible that political leaders and community organizations may issue further statements regarding the use of such language in political advertising. Given Gillard’s rare intervention on this matter, the controversy may prompt renewed discussions about the standards of political campaigning and the role of third-party funding in local political messaging. Observers may also look to see if regulatory or community pressure leads to the removal of the billboards or changes in how such slogans are handled in future campaigns.
Expert Insight: The use of historically charged, gendered tropes in modern political advertising reflects a persistent tension in Australian public life. While the mainstream political environment has seen an increase in female leadership, the reliance on these “tired old tropes” suggests that marginalized or aggressive segments of the public sphere still utilize familiar, exclusionary rhetoric to challenge the legitimacy of female political figures.
Frequently Asked Questions
Who funded the advertisements targeting Jacinta Allan?
The advertisements were funded in part by Melbourne brothel owner Franco Puleo.
How did Julia Gillard respond to the advertisements?
Gillard stated she was “disgusted” by the use of the slogan, noting that it was a trope used against her fifteen years ago that she had hoped was being left behind.
What was the stated intent of the billboard advertisements?
Franco Puleo told the media that the advertisements were not a “political” statement, but rather a reflection of what he perceived to be the feelings of the Victorian public.
How do you believe the use of such slogans impacts the quality of political debate in Australia?
