Opposition leader Bill Shorten's unpopularity and his struggle to explain the party's complex tax policies were used by Scott Morrison to devastating effect.
This photo illustration taken on May 19 shows Sunday newspapers in Melbourne displaying the victory of Australia’s coalition government.
Analysts said opposition leader Bill Shorten’s unpopularity with voters and his struggle to explain the party’s complex tax policies were used by Prime Minister Scott Morrison to devastating effect. “It’s quite hard to run a change or proposed change and to inspire the imaginations of voters and hold that against a very spirited and surgical scare campaign.”
The government’s anti-Shorten slogans focused on hip pocket issues, such as “The Bill Australia Can’t Afford”, which appeared to have resonated with voters while Labour failed to make the case for change.Morrison’s campaign was particularly effective in Queensland, a battleground state that swung in favour of the government and where Labour’s perceived urban bias rankled with regional and rural voters.
“The regions in Queensland are desperate for economic and employment opportunities and that the coalition was better placed to secure those opportunities.”
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