Bizarre campaign messaging turns off voters
We’re halfway through the election campaigning and Mike Smithson wonders if any of the leaders have made any cut through, and if Labor’s secret weapon in SA will make the difference in Boothby and Sturt.
With less than three weeks until the federal election, does the average South Australian voter know or care about policies, or are Easter holidays the real party of choice?
Leaders have been splashing the cash with lavish housing and health promises to win you over, but few voters seem to be engaged or mildly believing what they hear.
Campaigning always has a bizarre twist to its messaging.
SA’s most marginal seat of Sturt has been saturated with letterbox material which could leave swinging voters more confused than resolute.
Authorized flyers both landed on the same day from the Liberal and Labor parties.
There was no denying the political imaging from their bright red and blue party colouring.
But what might have been assumed to be Liberal in nature, with photos of local sitting member James Stevens and Federal leader Peter Dutton, was quite the opposite.
In bold font, the front read “A vote for James Stevens is a vote for Peter Dutton”.
Isn’t that what the Liberals would want you to think?
Not according to Aemon Bourke, who’d authorized the document on behalf of the Australian Labor Party.
Both black and white head shots were downcast and unflattering.
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On the rear side, it listed a raft of Liberal cuts which we will supposedly pay for.
It also claimed that Dutton will leave us worse off.
At least the red flyers had a smiling colour photo of Anthony Albanese with his arms aloft.
A lifted quote from the Australian newspaper stated, “Life will be cheaper under me: Albanese vow for better future.”
It showed nine graphics from health to energy prices, where prices have risen, not fallen.
But at first glance this appeared to be Albo focused and positive.
That’s if you’d ignored the damning fine print.
It was authorized by Andrew Hirst, Federal Director of the Liberal Party of Australia.
Negativity plays a growing role in clawing out a voice in tight campaigning. But is it worth the printing and delivery resources? These flyers usually go straight into the recycle bin.
So, what’s the secret to successful campaigning, especially in marginal seats, now that Stobie pole corflutes are absent from the political landscape?
In South Australia, as stated previously in InDaily, only two seats are in play being Sturt and Boothby.
Grassroots door knocking always plays a significant role, but only if the candidate has a face-to-face experience with a swinging voter who can be swung in their direction.
That takes a lot of shoe leather to knock on every door across the electorate and even then, much of it will be wasted effort if a door is slammed in their face, or the voter isn’t at home.
Candidates hassling voters at shopping malls, train and bus stops is also high risk.
Most people are time poor and see the intrusion as annoying and unnecessary.
In this state, the eight other seats – Adelaide, Barker, Grey, Hindmarsh, Kingston, Makin, Mayo and Spence – are all academic as they’re unlikely to change colour.
Labor is desperate to win Sturt, and the Libs are equally eager to regain Boothby.
If the recent flyers are any indication, both federal leaders are on the nose, almost to the point of ridicule.
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The cost of both leaders and their media circus travelling the geographically massive campaign trail is just adding to the price of the promises.
Anthony Albanese’s latest campaign visit was on Monday, having jetted in on Sunday night.
He had at least 30 media travelling with him who were carefully stage-managed on and off a large bus briefly at two locations for a picture opportunity and press conference before heading back to the airport
Dutton’s visits will be equally fleeting and largely forgettable.
Not so secret weapon
Labor’s best weapon for cut through in Sturt is clearly Premier Peter Malinauskas.
His presence alongside candidate Claire Clutterham presents a formidable and believable duo to any rusted-on Liberal voter who’s considering a change of heart.
The Premier has been as media dominant as either of the federal leaders during our hugely successful Gather Round.
If he has enough energy left, appearing at large gatherings on behalf of his federal colleagues is the best chance to turn the tide towards Labor in Sturt.
It’s no coincidence that his presence was so noticeable at the footy weekend’s Norwood Food and Wine Festival in the Sturt electorate.
He knows how to work a crowd, and many voters probably think he runs the country anyway.
He’s also been a feature of Labor’s Boothby campaign material.
By my calculations, he would be strongly advised to put all the eggs in the Sturt basket as Boothby seems highly likely to be retained by Labor.
The Liberals have an increasingly difficult task in Sturt with the Greens an enemy, as well as Labor.
If the Greens run second to the Libs in a close call, Labor preferences could push them over the winning line.
Candidate Katie McCusker knows the ropes and has the support of high-profile Greens Senator Sarah Hanson-Young, who I would always choose to go into battle with.
The Libs only have two sitting federal pollies of note who can really cut through with their recognizable images.
Senator Anne Ruston is one, but her hands are full running the Shadow Health portfolio.
Conservative Senator Alex Antic also has a strong X-factor but seems to shy away from certain meet and greet appearances, especially involving Stevens’ moderate faction.
If Mali is unavailable to press the flesh for Labor in Sturt, it also has big-name back-up forces such as Senator Penny Wong, Health Minister Mark Butler, Trade and Tourism Minister Senator Don Farrell – the list goes on.
Once voters refocus after Easter and then pay their dues to our fallen on Anzac Day, there will only be eight days until election Saturday.
Many will have cast pre-poll votes, so those who are left could become pivotal to the result.
It’s not over ‘til it’s over, and that’s why we should expect more heavy traffic pounding the campaign trail.
Mike Smithson is weekend presenter and political analyst for 7NEWS.
