South Australian Labor Party: The unwinnable election

The South Australian Labor Party ran a campaign to grow awareness and win votes and funding in order to elect challenger Peter Malinauskas in a South Australian State election.

Executive Summary

The 2022 South Australian State Election was widely considered — by political commentators, bookmakers, and politicians on all sides— to be unwinnable1 for the South Australian Labor Party.

Extensive qualitative and quantitative research showed that 8 in 10 people thought the state was heading in the right direction1 2 and most couldn't even name Opposition Leader Peter Malinauskas3.

Then along came a campaign that threw out the political advertising rulebook and saw Malinauskas become not just a household name, but a state icon, virtually overnight. It translated to an overwhelming swing at...

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