Campaign strategists working against One Nation have advised progressive activists and union members to avoid personal attacks against Pauline Hanson, warning that such tactics may backfire ahead of the Victorian state election in November. The guidance marks a shift in approach in response to One Nation's rising support and recent electoral successes.
The request comes from both the Victorian Trades Hall Council and the progressive organization GetUp, which have been conducting training sessions for their members to engage more effectively with One Nation voters. Both groups emphasized the importance of respectful dialogue, particularly when addressing the economic concerns that drive support for Hanson’s party.
During a recent online briefing, a GetUp strategist acknowledged the temptation to label Hanson as a racist or to attack her character but cautioned that this reinforces One Nation’s outsider status and feeds into its narrative of establishment persecution. The strategist urged members to focus on genuine concerns rather than personal criticisms.
This represents a notable change for GetUp, which previously invested significant resources in advertising campaigns directly targeting Hanson and her deputy leader, Barnaby Joyce, during the 2023 Farrer federal by-election. Those ads, which drew parallels between the duo and Donald Trump, did not prevent One Nation from winning the seat comfortably. Following post-election polling by Redbridge, GetUp aligned its approach with advice from Trades Hall, emphasizing the need to avoid alienating potential voters through overtly hostile messaging.
Oscar Kaspi-Crutchett, a senior researcher at Trades Hall, explained that voters considering One Nation often disengage when confronted with attacks dismissing their concerns or focusing solely on the party’s leadership. He stressed that addressing Hanson’s racism requires framing it as a deliberate political strategy rather than just a personal failing, highlighting how it serves to deepen divisions among communities without addressing underlying issues.
The groups also advised caution in discussing Hanson’s financial supporters, such as mining magnate Gina Rinehart. Campaigners are encouraged to steer conversations toward economic issues unless these topics arise naturally during discussions. GetUp, which had previously released ads mocking Hanson’s wealth connections, is now seeking a more nuanced approach.
Senior figures within the Australian Labor Party, speaking anonymously, viewed this strategic pivot as logical, pointing out that past personal attacks on figures like Hanson and Peter Dutton had limited effectiveness. Some Labor sources expressed discomfort with GetUp’s earlier confrontational tactics, including the display of a critical banner behind Hanson during her national press club address in June.
Trades Hall has urged unionists to listen closely for economic grievances embedded within voters’ concerns about immigration, crime, and cultural issues. Kaspi-Crutchett encouraged campaigners to "listen beyond the surface," focusing on underlying dissatisfaction with the status quo, such as housing affordability and working conditions—areas where the Labor movement enjoys higher public trust.
In June, Trades Hall Council president Luke Hilakari criticized state Labor MPs and candidates for failing to engage with constituents directly, calling for intensified door-to-door efforts to counter One Nation’s appeal. Kaspi-Crutchett emphasized the importance of one-on-one conversations, noting that trusted local voices like nurses or community members can have greater influence than politicians or media campaigns.
He concluded that the traditional political establishment has "exhausted" its credibility with many voters attracted to Hanson’s message, making respectful, issue-focused engagement essential for progressives seeking to regain ground ahead of the election.