Why don’t Morrison’s campaign tricks work?

Refined in elections in the US, UK and Australia in recent years, the Prime Minister’s election tactics look much less effective in 2022.

(Image: AAP / Mick Tsikas)

Polls suggest Scott Morrison, rather than catching up on Anthony Albanese and Labor, is starting to lag further behind. He has less than fifteen days to reverse this trend, revoke the Coalition vote and hope that the preferences of longtime Coalition supporter Clive Palmer can offset a stronger Labor vote.

But as Cam Wilson noted yesterday, Morrison’s reputation as a formidable activist (partly the result of defeating a major Labor target in 2019, partly in media production) is taking a hit as he struggles to change voter sentiment. Morrison himself is a big part of the problem: it’s now a known quantity among voters, and voters, especially women, don’t like what they see.

But the Coalition’s campaign tactics have also been significantly less successful. Morrison’s campaign, carefully prepared in advance with the help of right-wing strategist and Lynton Crosby protégé Isaac Levido, incorporated elements of success from other right-wing campaigns, drawing on Republicans in the United States and Boris Johnson in the United Kingdom ( Levido was a key strategist of the Tories in 2019), as well as since Morrison’s “miracle” victory in 2019.

Read more about how Morrison is faring in the federal election.

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