"Ditch the Witch" Billboard Campaign Sparks Political Condemnation

A mobile billboard truck displaying an altered image of Victorian Premier Jacinta Allan with the slogan "Ditch the Witch" has been operating in Melbourne since May 2026, drawing condemnation from politicians across multiple parties.

Campaign Details

The advertising campaign features a truck-mounted billboard that includes an AI-generated image of Premier Allan wearing a black pointed hat and facial blemishes. The truck has been seen traveling around the Melbourne central business district and other areas.

Franco Puleo, owner of the Gotham City brothel in South Melbourne, has acknowledged funding the campaign. Puleo stated that he and other unnamed local business owners contributed approximately $105,000 to $100,000 for the billboards. He said the slogan reflects public sentiment regarding what he described as a lack of accountability from the Premier, and he rejected the characterization of the slogan as sexist.

Gotham City brothel was the target of a drive-by shooting in April 2026, which police have linked to attacks on hospitality venues. The business has also been involved in a legal dispute with Bendigo Bank.

Political Responses

Premier Jacinta Allan called the language sexist and described the political debate as "corrosive." In a social media post, she stated that the language attacks women and questioned who would be targeted next.

Former Prime Minister Julia Gillard expressed disgust at the resurgence of the slogan, noting it was used against her during her tenure as prime minister approximately 15 years ago. In 2011, the same phrase appeared at a protest in Canberra where then-Opposition Leader Tony Abbott stood beside a sign with the slogan, an event that preceded Gillard's well-known parliamentary speech on misogyny.

Prime Minister Anthony Albanese described the campaign as sexist and unacceptable, stating that demeaning or belittling women has no place in public life. He called for a reduction in political tensions, citing increased threats against politicians.

Victorian Opposition representatives distanced themselves from the campaign. Shadow minister David Southwick stated that the Liberal Party did not endorse or authorize the posters. Victorian Opposition Leader Jess Wilson described the billboards as inappropriate and confirmed her party had no involvement. Deputy Federal Liberal Leader Jane Hume said sexism has no place in politics and urged criticism to focus on policy rather than gender.

Victorian Attorney-General Sonya Kilkenny said women in public life should not have to accept abuse and misogyny as part of their roles.

Health Minister Harriet Shing also criticized the campaign as sexist and inappropriate.

Nationals leader Matt Canavan stated he would not advertise in that manner but suggested the Labor Party's criticism was an attempt to deflect attention from government performance.

One Nation leader Pauline Hanson told the Premier to "suck it up, sweetheart" and suggested she might be replaced as Premier soon.

Animal Justice Party MP Georgie Purcell supported Premier Allan, stating that sexism makes women in public life feel unsafe.

Historical Context

The phrase "Ditch the Witch" was previously used in political protests against former Prime Minister Julia Gillard during her term from 2010 to 2013.