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...