A controversial advertising campaign targeting Victorian Premier Jacinta Allan has drawn sharp criticism from across the political spectrum, with Prime Minister Anthony Albanese and former prime minister Julia Gillard both condemning the use of the slogan “Ditch the Witch”.
The phrase, which was widely used during Gillard’s time in office, has resurfaced on a mobile billboard truck spotted driving through Melbourne’s CBD on Friday night. The truck featured an edited image of Allan wearing a black witch’s hat alongside the slogan.
Allan, who is heading into a state election later this year, said the display was part of a “secret and well-funded political campaign”.
“Sexism just has no place in our political debate, full stop,” she said.
“People are entitled to disagree with me. That’s democracy. But I care that this attacks women.”
Sexism just has no place in our political debate, full stop.
— Jacinta Allan (@JacintaAllanMP) June 7, 2026
A billboard truck using sexist language has been driving around Melbourne as part of a secret and well-funded political campaign.
People are entitled to disagree with me. That’s democracy.
But I care that this…
Albanese calls campaign a “disgrace”
Albanese also weighed in, describing the messaging as unacceptable regardless of political affiliation.
“No matter who you support in politics, it is completely unacceptable to demean, objectify, belittle or offend women,” he said on X.
“The sexist campaign targeting Victorian Premier Jacinta Allan is a disgrace, and the people behind these materials should withdraw them immediately.”
No matter who you support in politics, it is completely unacceptable to demean, objectify, belittle or offend women.
— Anthony Albanese (@AlboMP) June 7, 2026
The sexist campaign targeting Victorian Premier Jacinta Allan is a disgrace and the people behind these materials should withdraw them immediately.
Gillard says she’s “disgusted” by revival of slogan
Julia Gillard, who was targeted with the same phrase during her prime ministership, said she was “disgusted” to see it re-emerge more than a decade later.
The slogan was one of several attacks that fed into Gillard’s now-famous 2012 misogyny speech in parliament, where she declared: “I will not be lectured about sexism and misogyny by this man”.
(Image: Photo/Mark Graham)
“This was a slogan used against me as prime minister fifteen years ago,” she said.
“It was roundly condemned then. In the years since, my view has been that things were slowly improving for women in politics.”
“More women are leading, sexism hasn’t gone away but it is less ferocious in the political mainstream, though social media continues to be a toxic sewer.
“I am saddened to see that improvement cast aside and this tired old trope resurrected.”
Who is behind the campaign?
Victorian Opposition have denied any participation in the ad campaign.
“The Liberals and Nationals will never take that kind of attitude, we don’t believe in that type of thing,” Liberal MP David Southwick said on Sunday, per ABC.
“We don’t condone that kind of behaviour. Our thoughts are certainly focus on the government because the government are the problem, not the individual.”
According to reporting by The Sydney Morning Herald, Melbourne brothel owner Franco Puleo has admitted to helping fund the $105,000 advertising campaign, alongside other local businesses.
Puleo denied the campaign was sexist, telling SMH the messaging reflected broader public sentiment.
“[Allan] doesn’t answer questions. She’s not accountable to everything … It’s just how people are feeling. That’s what they’re resorting to,” he said.
“That’s not a political ad. It’s basically what the Victorian public feel.”
Lead image: Getty
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