Victorian Premier Jacinta Allan has condemned a sexist billboard campaign in the Melbourne CBD that uses the slogan "Ditch the Witch" [1, 2].

The campaign highlights ongoing tensions regarding the treatment of women in leadership and the use of gendered rhetoric to undermine political authority.

The billboards, which feature three-word slogans aimed at the Premier, have drawn widespread criticism from across the political spectrum [2]. Allan said the advertisements were an attempt to intimidate and humiliate her [1, 2].

"I am disgusted by the sexist billboards targeting Premier Jacinta Allan," Allan said in a post on X [2].

Prime Minister Anthony Albanese joined the condemnation of the campaign. He said that such attacks have no place in the Australian democracy [2]. Former Prime Minister Julia Gillard also condemned the campaign, drawing parallels to the gendered attacks she faced during her own tenure [1].

Not all reactions focused solely on the content of the billboards. Senator Alex Antic commented on the language used in the campaign, though he distanced himself from the phrasing [1].

"It's not language that I would use personally," Antic said [1].

The campaign appeared in the central business district of Melbourne, where the high-visibility placement of the slogans sparked immediate backlash from government officials [2]. Critics argue that the "Ditch the Witch" phrasing is not a critique of policy, but a targeted attack on the Premier's gender [1, 2].

“"I am disgusted by the sexist billboards targeting Premier Jacinta Allan."”

The 'Ditch the Witch' campaign reflects a recurring pattern of gender-based hostility toward women in high-ranking political offices in Australia. By using a trope that associates female leadership with witchcraft or malice, the campaign attempts to shift the political discourse from policy performance to personal, gendered characterizations. The swift condemnation from both current and former leaders indicates a strategic effort to establish a normative boundary against misogynistic rhetoric in public campaigning.