The recent exchange between One Nation leader Pauline Hanson and Victorian Premier Jacinta Allan has ignited fresh debate across Australia about the tone of political discourse, personal attacks on female leaders, and the boundaries of robust debate in the lead-up to the state election. In a Sky News interview, Hanson responded to questions about billboards depicting Allan as a witch with the blunt advice to “suck it up, sweetheart.” The comment came amid a mobile advertising campaign that has drawn widespread condemnation from across the political spectrum, including from Prime Minister Anthony Albanese and former Prime Minister Julia Gillard.
Background to the Controversy
The “Ditch the Witch” campaign emerged in Melbourne in recent weeks, featuring large billboards mounted on trucks that show a photoshopped image of Jacinta Allan wearing a black witch’s hat with a pointed chin. The slogan echoes the infamous attacks directed at former Prime Minister Julia Gillard during her time in office. Reports indicate the campaign has cost more than $100,000 and has been linked to various funders, including a Melbourne brothel owner. The advertisements have appeared in prominent locations around the city, amplifying visibility during a sensitive period for Victorian politics.
Jacinta Allan, who leads the Labor government in Victoria and faces re-election in November 2026, publicly condemned the billboards on social media. She described the imagery and language as sexist and warned against normalising such attacks on women in leadership roles. Allan stated she could not stand by and allow Victoria to become a place where this kind of language is considered acceptable against any woman at work or in positions of authority.
Pauline Hanson’s Sky News Response
During the Sky News interview, Pauline Hanson was asked directly about the billboards and Allan’s objections. Her response was characteristically direct: “Suck it up, sweetheart.” Hanson drew parallels to her own experiences in public life, recalling that former Nationals leader Tim Fischer had once called her a witch and suggested she should be burned at the stake. She noted that she had endured similar labels long before Allan entered the spotlight and urged the Premier to toughen up in the face of criticism.
Hanson went further, suggesting she had heard on the grapevine that Allan “won’t be there in a couple of weeks,” a remark widely interpreted as a reference to internal Labor Party tensions and speculation about a potential leadership challenge ahead of the state election. The comment added fuel to existing narratives about Allan’s position within her party and the broader electoral landscape.
Political Reactions Across the Spectrum
The Prime Minister moved quickly to distance himself and the federal government from the personal nature of the attacks. Anthony Albanese called for a lowering of the temperature in political debate, emphasising that threats and sexist language against politicians have no place in Australian democracy. He highlighted concerns that such campaigns could escalate into real-world risks for elected representatives.
Former Prime Minister Julia Gillard, who faced the original “Ditch the Witch” slogan during her tenure, also weighed in. Gillard described the revival of the phrase as a troubling sign of declining standards in public discourse. Other voices, including Deputy Liberal Leader Jane Hume, labelled the billboard truck campaign “unacceptable.”
Within Victoria, the advertisements have prompted discussions about the role of third-party advertising in state elections and the influence of fringe or independent campaigns on mainstream political debate. Supporters of the billboards argue they reflect genuine public frustration with government policies on issues such as housing, crime, and cost of living, while critics see them as misogynistic distractions from substantive policy discussion.
Historical Context of Gendered Attacks in Australian Politics
Australia has a long history of gendered and personal attacks in politics, particularly targeting high-profile women. The treatment of Julia Gillard remains one of the most cited examples, with signs, chants, and media commentary often crossing into outright misogyny. Pauline Hanson herself has been no stranger to such rhetoric throughout her career, facing insults ranging from personal appearance to policy positions framed in derogatory terms.
Analysts note that while robust debate is a cornerstone of democracy, the line between criticism of policy and attacks on character or gender has become increasingly blurred. Social media has accelerated the spread of such content, making it harder for public figures to control the narrative around their public image. The current campaign against Allan is seen by some as a continuation of this pattern, while others view it as payback for perceived attacks on conservative figures in the past.
Impact on the Upcoming Victorian Election
With the Victorian state election scheduled for November 2026, the timing of the controversy is significant. Polling has shown One Nation gaining ground in some surveys, positioning the party as a potential disruptor in the lower house. Hanson’s comments have been interpreted by supporters as a sign of strength and authenticity, while opponents see them as further evidence of divisive tactics.
Jacinta Allan’s government has faced criticism on multiple fronts, including infrastructure delays, rising youth crime concerns, and housing affordability pressures. The billboard campaign taps into these frustrations but does so through highly personal and visual means that many find objectionable. Internal Labor discussions about leadership stability have only heightened the stakes.
Broader Implications for Women in Leadership
The episode raises important questions about the environment faced by women in Australian politics. Research from various organisations has documented higher rates of gendered abuse and online harassment directed at female politicians compared to their male counterparts. This can deter talented women from entering or remaining in public life.
Advocates argue that political parties and media outlets have a responsibility to call out sexist language regardless of the target’s political affiliation. At the same time, some commentators point out that both sides of politics have at times benefited from or tolerated strong personal attacks when directed at opponents. A consistent standard remains elusive.
Public and Media Response
Public reaction has been polarised, as evidenced by social media discussions and talkback radio. Some Australians agree with Hanson’s call for resilience, noting that all politicians, male and female, must endure criticism. Others believe the specific imagery and language used in the campaign crosses a line that should not be normalised.
Traditional media outlets have covered the story extensively, with opinion pieces exploring themes of free speech, accountability, and the health of democratic debate. The involvement of Sky News in the original interview has also drawn attention to the role of particular outlets in shaping these conversations.
Photo by Tim Mossholder on Unsplash
Future Outlook and Calls for Change
As the election approaches, the “Ditch the Witch” episode is likely to remain a talking point. There are growing calls from across the political divide for better standards in political advertising and a renewed focus on policy substance over personal vilification. Some have suggested regulatory reviews of third-party campaign spending and clearer guidelines on the use of imagery that could be deemed offensive or misleading.
Ultimately, the incident serves as a reminder of the challenges inherent in maintaining civil discourse in an era of heightened polarisation. Both major parties and minor parties alike will need to navigate these tensions carefully if they are to restore public trust in the political process.