A $105,000 advertising campaign featuring the slogan “Ditch the Witch” and images of Victorian Premier Jacinta Allan wearing a black pointed hat has drawn widespread condemnation from politicians. Franco Puleo, owner of the South Melbourne-based Gotham City brothel, confirmed on Sunday that he and other local business owners funded the mobile billboards, which have been circulating in Melbourne for approximately six weeks.
Public and Political Reaction
The campaign has been denounced by officials across the political spectrum as sexist and misogynistic. Premier Jacinta Allan addressed the advertisements in a social media post on Sunday afternoon, describing them as part of a “secret and well-funded political campaign” that contributes to a corrosive political environment. She emphasized that while democratic disagreement is expected, the use of gendered attacks against women in leadership is unacceptable.
Former prime minister Julia Gillard, who was the target of the same slogan 15 years ago, expressed her anger at the resurgence of what she termed a “tired old trope.” Support for the Premier also came from Animal Justice Party state MP Georgie Purcell, who stated that such language makes public life unsafe for women and gender-diverse people. Attorney-General Sonya Kilkenny and Health Minister Harriet Shing both echoed these sentiments, condemning the use of sexist slurs in political commentary.
Did You Know? The slogan “Ditch the Witch” was used against former prime minister Julia Gillard 15 years ago, a historical parallel she cited on Sunday when condemning the current campaign against Premier Allan.
Opposition Stance and Business Context
The state opposition has distanced itself from the advertisements. Shadow minister for housing David Southwick stated at a press conference on Sunday that the Liberal Party did not endorse or authorize the posters, adding that the party does not condone such behavior. Puleo, however, defended the campaign, claiming it reflects the feelings of the Victorian public and is not a political ad.
The funding source, Gotham City, has recently been involved in other public incidents. The venue was the target of a drive-by shooting in April, an event believed to be linked to a series of attacks on hospitality venues in the city. Additionally, the business was involved in a court battle with Bendigo Bank last month.
What May Happen Next
Given the strong condemnation from both sides of the political aisle, it is likely that pressure will mount on the organizers to remove the billboards. As the Premier has characterized the campaign as a “secret” effort, further scrutiny regarding the identities of the other unnamed business owners may follow. Observers might expect continued calls for accountability, though the state government has declined to provide further comment since the identification of one of the funders.
Expert Insight: The use of this specific, historically-charged slogan suggests a deliberate attempt to weaponize gender in political discourse. By tracing the funding to local business interests rather than a formal political party, the campaign bypasses traditional political accountability structures, creating a complex challenge for the government in how to effectively respond without elevating the profile of the fringe messaging.
Frequently Asked Questions
Who funded the “Ditch the Witch” advertising campaign?
According to Franco Puleo, the owner of the Gotham City brothel in South Melbourne, the $105,000 campaign was funded by himself and other local business owners.
How long have the billboards been appearing in Melbourne?
The trucks featuring the billboards have been traveling around Melbourne for about six weeks, according to reports.
Has the state opposition endorsed the billboards?
No. Shadow minister for housing David Southwick stated that the Liberal Party did not endorse or authorize the posters and does not condone the behavior.
Do you believe that political discourse in public spaces should be subject to stricter regulation regarding the use of gendered language?
