Australian Prime Minister Anthony Albanese, former Prime Minister Julia Gillard, and several other political figures have publicly condemned a mobile advertising campaign targeting Victorian Premier Jacinta Allan, calling it sexist and demanding its immediate removal.
The advertisement recently appeared in Melbourne’s city centre, displayed on a vehicle featuring a modified image of Allan alongside the slogan “Ditch the Witch.” The phrase was previously used during the 2011 carbon tax debate against then–Prime Minister Julia Gillard. Allan described the campaign as a well-funded political operation and criticised it as an attack based on her gender.
Allan said citizens have the right to criticise her policies and performance in government, but argued that female politicians should not be targeted through sexist language. She added that the tone of political debate has deteriorated in recent years, with remarks that would once have been condemned now increasingly treated as acceptable.
Former Prime Minister Julia Gillard issued a statement saying she had once believed conditions for women in politics had improved over time, but seeing the same slogan reappear 15 years later was deeply disappointing. Prime Minister Albanese also described the campaign as unacceptable, warning that such messaging risks reinforcing negative stereotypes about women in leadership, particularly among young girls who may see female leaders portrayed as “witches.”
The Victorian opposition clarified that the advertisement was not organised by the Liberal Party or the National Party, and stressed that it does not support any political messaging involving sexism.
Commentary:
In recent years, Australia has placed strong emphasis on gender equality and inclusion, introducing reforms to improve workplace and parliamentary culture, strengthen protections against harassment, and encourage greater female participation in politics. However, this incident highlights that gender bias against women in political leadership still persists.
Such gendered attacks risk sending harmful messages, particularly to young women. When female leaders are publicly shamed or labelled through sexist stereotypes, it may discourage future participation in politics or leadership roles.
While democratic societies must allow space for robust political debate and criticism, such criticism should focus on policy and performance rather than gender or personal identity. A healthier public discourse depends on rational argument and respect, rather than reinforcing outdated stereotypes.