Jacinta Allan wants 'cultural change' as witch billboard returns to road

Victorian Premier Jacinta Allan has called for a “cultural change” following the return of a controversial billboard that labeled her a “witch,” resurfacing in Melbourne’s streets despite previous attempts to remove it. The mobile ad, which had sparked widespread condemnation, was briefly taken off the roads after a defect notice was issued, but reappeared over the weekend. The billboard, which featured the slogan “Ditch the Witch,” was initially flagged for its alleged sexism. It had drawn sharp criticism from both sides of politics when it first appeared. Prime Minister Anthony Albanese described the campaign as “sexist and totally unacceptable,” drawing parallels to past attacks on former Prime Minister Julia Gillard. Similarly, Julia Gillard herself expressed disappointment that such outdated tropes were being revived. The state opposition leader and several members of parliament also voiced their disapproval, while far-right politician Pauline Hanson urged Ms Allan to “suck it up, sweetheart.” Allan emphasized that the billboard’s imagery reflected a broader societal issue. Speaking to 774 ABC Melbourne, she stated that the use of terms like “witch” has historically been employed to undermine and dehumanize women. She linked the billboard’s presence to rising concerns about gender-based violence, noting that two women and two girls, aged between 13 and 39, were allegedly killed within a four-day span earlier this month. Two of these incidents occurred in Victoria, prompting renewed demands for improved support and resources for victims of domestic abuse. “All violence against women starts with disrespect for women,” Allan said. “We have to drive cultural change. Governments can’t do this alone, it requires society.” She stressed that the billboard’s message was particularly troubling because it could influence young people. “It sends a dangerous message to a young boy, a young boy who would also, I think, be disturbed by that image,” she added. “For some, it can trigger something else. That is why it is dangerous, it is corrosive, and why it should be at every turn condemned.” The billboard was not the only contentious element associated with the campaign. It was displayed on a truck that also ran advertisements for Melbourne’s Gotham City brothel. The establishment had previously confirmed its involvement in funding the campaign, along with numerous other local businesses. The truck was temporarily removed from public view after the driver received a defect notice. However, police later clarified that the vehicle had passed inspection and was deemed roadworthy, leading to no further legal action. Despite the controversy, the billboard’s reappearance highlights ongoing tensions around how public figures, particularly women, are portrayed in media and political discourse. While some critics argue that such campaigns are part of the “rough and tumble” of politics, others insist they contribute to a culture of disrespect that fuels systemic issues like gender-based violence. As discussions continue, the focus remains on addressing the root causes of such attitudes and promoting a more inclusive and respectful public narrative.