'Ditch the Witch' billboards targeting Victorian Premier Jacinta Allan spark sexism debate
Consensus Summary
Multiple news sources report that a controversial 'Ditch the Witch' billboard campaign targeting Victorian Premier Jacinta Allan has sparked widespread condemnation from politicians across parties. The campaign, featuring AI-generated images of Allan as a witch and partially funded by Melbourne brothel owner Franco Puleo, has been driving through Melbourne for about six weeks. Puleo denied the ads were sexist, claiming they reflected public sentiment, but the slogan was widely criticized as a resurgence of misogynistic tropes previously used against former Prime Minister Julia Gillard in 2011. Gillard, along with Prime Minister Anthony Albanese and other leaders, condemned the campaign, emphasizing that sexist language has no place in politics. The Victorian Opposition and federal Liberal MPs also distanced themselves from the ads. Meanwhile, One Nation leader Pauline Hanson dismissed the criticism, advising Allan to 'suck it up,' and polls suggest declining support for Allan and her government, with One Nation gaining traction in Victoria. The campaign has reignited debates about the decline of political discourse and the targeting of women in leadership roles.
â Verified by 2+ sources
Key details reported by multiple sources:
- A mobile billboard truck featuring the phrase 'Ditch the Witch' alongside AI-generated images of Victorian Premier Jacinta Allan wearing a black pointed hat has been driving around Melbourne for about six weeks.
- The billboard campaign was partially funded by Franco Puleo, owner of the Gotham City brothel in South Melbourne, who admitted to spending $105,000 on the ads.
- Julia Gillard, former Australian Prime Minister, condemned the use of the 'Ditch the Witch' slogan, stating she was 'disgusted' to see it resurfaced after it was used against her in 2011.
- Prime Minister Anthony Albanese described the campaign as 'totally unacceptable' and said sexist campaigns have 'no place in public life'.
- The Victorian Opposition (Liberal Party) denied involvement in the billboard campaign, with David Southwick stating they 'donât believe in that type of thing'.
- The billboards also included AI-generated images of Allan with warts on her chin, alongside the witch imagery.
- The campaign was widely condemned by politicians across parties, including Victorian Attorney-General Sonya Kilkenny and federal deputy Liberal leader Jane Hume.
- One Nation leader Pauline Hanson told Jacinta Allan to 'suck it up, sweetheart' and suggested she was not fit for leadership.
- The billboard campaign was described as a 'secret and well-funded political campaign' by Jacinta Allan.
- Gotham City brothel was the target of a drive-by shooting in April 2026, linked to Melbourne's crime wave.
Points of Difference
Details reported by only one source:
- Franco Puleo claimed the ads were not political but reflected 'what the Victorian public feel'.
- Gotham City brothel faced legal issues in May 2026.
- The billboard trucks also ran advertisements for the brothel between the 'Ditch the Witch' images.
- Jacinta Allan mentioned concerns about 'whoâs next' in terms of women facing similar attacks.
- The ABC article emphasizes the comparison to the 2011 'Ditch the Witch' sign used against Julia Gillard during a protest against her carbon tax policy.
- The article highlights that the billboard was seen in the Melbourne CBD.
- The Guardian includes a poll showing One Nation ahead of Labor in Victoria, with Laborâs primary vote at 23% and One Nation at 25%.
- The article mentions a Freshwater Strategy poll showing Jacinta Allanâs net favourability rating at -37, with 62% of respondents saying she should be replaced.
- The Guardian reports that Richard Scolyer, a cancer researcher, died at age 59, and includes tributes from Albanese and others.
- The article notes that the billboard campaign was linked to a possible leadership spill against Allan, with Ben Carroll considered the most likely challenger.
- The Sydney Morning Herald describes the billboard imagery in detail, including a dollar sign superimposed on the witchâs hat.
- The article highlights the 'Trumpian audacity' of Puleoâs denial of sexism, framing it as a reflection of broader political misogyny.
- The SMH includes a broader analysis of the decline in political discourse, comparing it to global trends.
- The SBS article is the shortest and primarily reiterates the condemnation by Albanese and Gillard without additional details.
Contradictions
Conflicting information between sources:
- The Guardian and SMH report that Jacinta Allanâs net favourability rating is -37, but The Age does not mention this specific poll result.
- The Guardian states that the billboard campaign has been running for about six weeks, while The Age and ABC do not specify a duration but imply it has been ongoing for a similar period.
- The Guardian and SMH mention that the billboard included AI-generated images of Allan with warts on her chin, but The Age and ABC do not explicitly mention the warts detail.
- The Guardian and SMH report that Pauline Hanson suggested Allan would not be in leadership 'in a couple of weeks,' but The Age does not include this specific timeline.
Source Articles
Melbourne brothel owner among funders of âDitch the Witchâ billboards against Allan
The controversial slogan was heavily criticised as sexist by the premier and other politicians on Sunday.
Victorian Premier Jacinta Allan decries sexist Melbourne billboard
Premier Jacinta Allan has been joined by Prime Minister Anthony Albanese and former prime minister Julia Gillard, among other politicians, in denouncing the language used to describe her on political signs seen in the Melbourne CBD.
Australia news live: Julia Gillard âdisgustedâ by âditch the witchâ ads targeting Victorian premier; One Nation ahead of Labor in new poll
Former Labor prime minister angered at Melbourne brothel ownerâs use of âtired old tropeâ Get our breaking news email , free app or daily news podcast Older Australians seeking new RSV vaccine for illness more dangerous than âjust a bad coldâ Older Australians are lining up for a new federally funded vaccine against respiratory syncytial virus, as health leaders warn the common winter illness is far more dangerous than âjust a bad coldâ. This was a slogan used against me as prime minister fifte
Afternoon Update: Gillard condemns âditch the witchâ billboard; cancer researcher Richard Scolyer dies; and how to scroll less
Want to get this in your inbox every weekday? Sign up for the Afternoon Update here , and start your day with our Morning Mail newsletter Good afternoon. Julia Gillard and Anthony Albanese have joined a chorus of politicians criticising a truck-mounted billboard featuring Victorian premier Jacinta Allan alongside the phrase âditch the witchâ. Liberal MP claims Pauline Hanson is âMaga firstâ Queensland magistrate suppresses identity of man with âhigh public profileâ in extortion case Missing Melb
âDisgustedâ: Gillard and Albanese condemn âditch the witchâ campaign against Victorian premier Jacinta Allan
Trucks with billboards depicting phrase alongside Allan wearing a black pointed hat have been seen around Melbourne for about six weeks Follow our Australia news live blog for latest updates Get our breaking news email , free app or daily news podcast Julia Gillard and Anthony Albanese have joined a chorus of politicians criticising a truck-mounted billboard featuring Victorian premier Jacinta Allan alongside the phrase âditch the witchâ. The billboards , which have been seen travelling through
Jacinta Allan says Pauline Hanson âchooses to barrack for bulliesâ over âditch the witchâ billboard
Victorian premier says she will always call out âmisogynistâ views after One Nation leader says âif the shoe fitsâ Follow our Australia news live blog for latest updates Get our breaking news email , free app or daily news podcast Jacinta Allan has dismissed leadership speculation and says she will continue to call out âsexist, misogynist, hatefulâ commentary directed at her, despite the One Nation leader Pauline Hansonâs advice to âsuck it up, sweetheartâ. On Sunday, the Victorian premier criti
âDitch the witchâ is back â a sign of the decline in our political discourse
A sign is just a sign. Hopefully, this one wonât be around for long. But a sign can be read as a portent too.
'Disgusted': Albanese, Gillard condemn 'Ditch the Witch' campaign targeting Allan
A billboard truck spotted in Melbourne was displaying the same slogan infamously used against former prime minister Julia Gillard.