Flick'Em Queensland State Election 2017 Report

Transcription

1 Queensland State Election 2017 Report

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3 Contents 1. About 2. Executive Summary The Approach Execution Outcomes Thank You 18

4 SECTION ONE About FLICK'EM is a collective action group that took shape during late 2017 as Queenslanders prepared to go to the polls for a state election. Supported by business in a variety of industries, Flick Em stands for making politicians aware of the importance of listening to voters and to making rules that reflect community values. Flick Em is not a political party and does not field candidates in elections. Rather, it is a collective that raises awareness at political level of voter discontent with the leadership on offer from major parties. Grassroots in spirit and practise, Flick Em s strength is in its ability to understand the issues facing everyday people and translate this into action at the ballot box. Flick Em Faithful come from all walks of life and are invited to participate in activities to improve the quality of Australian democracy. Flick Em tells politicians we re mad as hell and we re not taking it anymore! 4

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6 SECTION TWO Executive Summary The Flick Em Put the Majors Last campaign was highly successful in terms of engagement, reach, reactions and positioning. It created a groundswell of support - particularly outside Queensland s south-east corner and even captured hearts and minds in the metro area. The result? Just the lowest primary vote for the major parties in the history of the State, with one in three people choosing not to support either Labor or the LNP. Objective Flick Em s aims were to: reduce the Primary Vote for Queensland Labor and the Liberal National Party achieve a minority government with the balance of power held by minor parties and independents show how working together, people can make a difference ask for better policy that works for everyday people. Partners Flick Em attracted the support of people from all walks of life: The Shooting Industry Foundation of Australia Taxi Council Queensland Sporting Shooters Association of Australia Queensland Queensland Firearms Dealers Association Privately Owned Queensland Businesses Volunteer Community Groups Our partners came from a variety of industry backgrounds but were all experiencing business and personal problems because of government failures. Resources Flick Em was resourced by a slimline team which included: Executive Leadership Rod Drew Community Coordinator Laura Smith Content Coordinator Matt Williamson Media Buy procured from QLD Advertising Agency Cooee Brisbane Content Writer Royce Wilson Volunteer Flick Em Spokesman - Mick Norris Funding came from a variety of sources including: SIFA SSAA-QLD Queensland Firearms Dealers Association Nioa Privately Owned Queensland Businesses The total spend for the Flick Em campaign was $555,460 (incl. GST), excluding team and volunteer time costs. Each piece of content was carefully crafted, considered and checked to ensure it matched strict messaging criteria and could be shared confidently across delivery channels. 6

7 SECTION TWO Channels and Content Flick Em Channels and Content were purpose built by the Flick Em Team around an original name and artwork procured by a QLD Advertising Agency. Within a week of the election announcement, this team had built or put in place: Website Digital Advertising Social Media Videos / Memes Print Advertising Radio Advertising TV Advertising Caps Posters Media Releases Media Interviews Roadside Billboards Each piece of content was carefully crafted, considered and checked to ensure it matched strict messaging criteria and could be shared confidently across delivery channels. Outcomes Objective 1: reduce the Primary Vote for Queensland Labor and the Liberal National Party P The primary vote for the major parties at the 2017 Queensland State Election was the lowest in history with 30.88% of voters choosing a minor party or independent candidate first (35.43% - ALP, 33.69% - LNP) Objective 2: achieve a minority government with the balance of power held by minor parties and independents. O Queensland Labor won the majority of seats in the 2017 Election by one (1). We came so close, and we ll keep the pressure on. Objective 3: show how working together, people can make a difference P The Flick Em approach attracted enormous interest from the voting public, news media and social media and showed politicians that there is strength in Flick Em numbers. Objective 4: ask for better policy that works for everyday people. P Flick Em demanded that politicians take notice of everyday people and sent a strong message to the major parties that everyday issues matter. 7

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9 SECTION THREE The Flick Em Approach 10

10 SECTION THREE The Flick Em name was designed to push boundaries, to be disruptive, and the typeface was deliberately created to look like a swear word. It captured voters emotions: we re as mad as hell and we re not going to take it anymore! - and was a memorable and effective approach. Flick Em was a project to influence the outcome of the Queensland State Election Flick Em did not support one political party over others and it did it endorse individual candidates. Flick Em did not provide funding to any political party during the 2017 Queensland election. With only one week to prepare and begin the campaign, the Flick Em team worked around the clock to build clever, funny and informative messages to capture the imagination of our voters and to attract their grassroots support. Flick Em targeted certain electorates, including Cook, Hinchinbrook, Mundingburra, Hill, Callide, Whitsunday, Townsville, Thuringowa, Lockyer, Maryborough, Burdekin, Keppel, Logan, Hervey Bay, Ipswich West, Ipswich, Nanango and Rockhampton. The central message of Flick Em was Put the Majors Last with the secondary message of They re All Problems, No Solutions sparking a lot of social media interest. Flick Em appealed to people living outside the metropolitan areas, where independent research showed there is a real anger at political failures and a strong appetite for change. Flick Em s Television and Radio advertising was voiced unscripted by members of the Toowoomba public A genuine strength of the campaign was its grassroots and volunteer base whose social media, news media and community activities enabled a priceless on-the-ground presence and whose likes, shares and comments helped make Flick Em a subject of conversation: Facebook interactions exceeded 3 million over 25 days and the page continues to attract new followers (OMG); Community groups downloaded Flick Em Posters and held them high at polling booths and politicians forums (Thank You!); Flick Em s Townsville Spokesman was featured as the lead photograph and story in Townsville Bulletin on Election eve wearing his Flick Em cap (Legend); Flick Em s Television commercial was aired in full and discussed at length on Fox News Beattie and Newman Show during the election campaign (Ha!). The Flick Em approach captured the vibe and imagination of Queensland and was able to translate this into changed voter behavior at the ballot box. 11

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12 SECTION FOUR Execution Flick Em ran from 31 October to 25 November 2017, and with all messaging approved by a single Executive prior to publication, Flick Em maintained a tight and on-point messaging suite throughout. The media buy ensured very good coverage across Flick Em s targeted Electorates and Flick Em performed very well on the back of carefully crafted content that proved to be highly relevant and engaging. The project benefitted enormously from the professional courtesy and respect demonstrated by the Flick Em team. Effective content creation, management, timeliness and delivery via appropriate channel was the key to a sleek, comprehensive and influential communications project within an unusually tight timeframe. Flick Em could not have been a success without the amazing support of our grassroots collective, who took to social media, the news, and the streets to wave their Flick Em flags high. Print Advertising was extremely effective with press activity across the State s regional centres resulting in many follow-up stories in digital and print editions. Channel Television Advertising Radio Advertising Print Advertising Digital Advertising Social Media Digital Collateral Public/Media Relations Television Highlights Vox Pop 30 second TV Commercial Unscripted Strong cut through achieved Substantially shared via secondary channels Vox Pop 15 and 30 second Radio Commercial Unscripted Stimulated social media conversation Prompted good media enquiry response Full Page Placements Strong burst response on social media Prompted enquiry from out of state radio and print media Pop ups and Banners directed traffic to website Demonstrated the strength of the Flick Em Brand Lent ubiquitous perception Attracted positive commentary and shares from aligned groups followers and more than 3 million impressions Opportunity to pursue Objective 2 via Facebook Faithful Direct communication to journos via Twitter High Quality Digital In-house = Extremely Fast Turnaround Clever, quick commentary via meme and digital `How to Vote Video particularly well received Website served as collateral library and offered downloadables Radio and News Media Interviews given by Community Coordinator and Volunteer Spokesman enabled Flick Em to maintain its position as grassroots response to poor performance by major political parties. Beattie and Newman ran the entire Flick Em TVC on their Fox News show and discussed its grassroots nature with Steve Dickson from PHON. 13

13 SECTION FIVE Outcomes Nearly one in 3 Queenslanders gave their vote to an independent or candidate from a minor party. That s the lowest vote for a major party in Queensland history, and delivered a healthy cross bench comprising 3 KAP, 1 One Nation, 1 Independent and 1 Green. Election Outcomes Tables 2 Total Formal First Preference Vote by Party 2017 Party Abbr Formal Votes % Australian Labor Party ALP 957, LNP LNP 911, Pauline Hanson s One Nation ONP 371, The Greens GRN 270, Katter s Australian Party KAP 62, Civil Liberties, Consumer Rights, No-Tolls CR 7, Other Candidates 123, Total Formal Votes 2,703, Informal Votes 122, Total Formal First Preference Vote by Party 2015 Party Abbr Formal Votes % LNP LNP 1,084, Australian Labor Party ALP 983, The Greens GRN 221, Palmer United Party PUP 133, Katter s Australian Party KAP 50, Family First Party FFP 31, One Nation ONP 24, Other Candidates 95, Total Formal Votes 2,623, Informal Votes 56, Total Votes 2,679, Source: Electoral Commission of Queensland 14

14 SECTION FIVE The Flick Em TV Approach achieved positive results with the ad featuring genuine people expressing concern about the forgotten regions ; one young woman s comments on her eleven-hundred-dollar electricity bill resonated powerfully throughout the State. Target Seats Primary Vote by major party comparison notes Seat Party Cook ALP 2015 ALP KAP 16.98% LNP One Nation 18.41% In the seat of Cook, the LNP halved its primary vote from 33.64% in 2015 to 17.16% in KAP and One Nation attracted nearly 1/5 of the vote each. Labor held the seat with a primary vote at 40.10%. Hinchinbrook KAP 2017 LNP 2015 ALP KAP 20.95% LNP One Nation 22.02% In the seat of Hinchinbrook, Labor lost 4.9% and LNP lost 10.55% off their primary vote. One Nation won 22.02% of the primary vote with KAP gaining 20.95% of the primary vote at their second tilt at the seat and won on preferences. Hinchinbrook was the only seat in Flick Em targeted electorates that changed hands. Mundingburra ALP 2015 ALP KAP 13.88% LNP One Nation 16.67% In Mundingburra, Labor lost 8.6% and the LNP lost 15.2% off their primary vote. KAP and One Nation polled 13.88% and 16.67% of the primary vote respectively. ALP won the seat. Hill KAP ALP KAP 48.17%* LNP The seat of Hill was created in 2017 and won by the KAP with a primary vote of 48.17%. Labor and LNP polled below 22.82% of the primary vote. Callide LNP 2017 LNP 2015 ALP One Nation LNP In Callide, the ALP put 2.88% on top of their 2015 primary vote while the LNP lost 13.07% off theirs. One Nation attracted a full ¼ of the primary vote in the electorate and the LNP held the seat. Whitsunday LNP 2017 LNP 2015 ALP One Nation 20.05% LNP LNP lost 9.6% off its primary vote in Whitsunday and Labor lost 5.33%. One Nation attracted 1 in 5 primary votes for the seat and the LNP won. Townsville ALP 2015 ALP One Nation 19.92% LNP (3.84%) Townsville saw Labor lose 6.58% and LNP lose 5.1% off their primary vote, with One Nation polling 19.92%, up from 3.84% in Labor held. Thuringowa ALP 2015 ALP One Nation LNP % (7.37%) Thuringowa saw Labor lose 7.3% off its primary vote and LNP lose 12.7%. One Nation scored 20.15% of the primary vote up from 7.37% in Labor held. Denotes decline in Primary Vote for Major Party 15

15 SECTION FIVE Target Seats Primary Vote by major party comparison notes continued Seat Party Lockyer LNP 2017 LNP 2015 ALP One Nation LNP % (26.74%) Labor polled 22.9% of the Lockyer primary vote down just 2.26% from LNP increased its primary vote slightly to 35.82% to ward off One Nation s 34.38% to win the primary vote and subsequently hold the seat. Maryborough ALP 2015 ALP One Nation LNP % (6.98%) One Nation stormed up to 30.36% of Maryborough s primary vote from just 6.98% in LNP primary vote was down from 30.56% in 2015 to just 18.03% in The ALP also had a massive burst scoring 45.18%, up 19.98% and holding the seat. Burdekin LNP 2015 LNP 2015 ALP One Nation LNP % (4.63%) One Nation came back from 4.63% of the primary vote in 2015 to 29.34% in The LNP held on despite Labor adding 9.26% and LNP losing 5.61% off its primary vote. Keppel ALP One Nation LNP % One Nation did not contest Keppel in 2015 but attracted ¼ primary votes in Labor held steady at 43.06% while the LNP suffered a reduction of 14.28% off their 2015 primary vote. Logan ALP 2015 ALP One Nation 30.90% LNP Labor lost 9.37% and LNP 16.31% off their 2015 primary vote, with One Nation attracting 30.90% in 2017 not having contested the seat in the previous election. Hervey Bay LNP 2017 LNP2015 ALP One Nation 25.23% LNP LNP lost 10.42% of its primary vote in Hervey bay with One Nation winning ¼ primary votes and Labor holding at 29.06%. Ipswich West ALP 2015 ALP One Nation LNP % (10.01%) LNP s 18.98% off its 2015 primary vote contrasted with One Nation s 18.15% 2017 gain and Labor s steady hold in the high 40s. Labor won Ipswich West. Ipswich ALP 2015 ALP One Nation LNP % Labor lost 5.25% off its primary vote in Ipswich, LNP lost 14.63% and One Nation gained 26.61% in Labor won the seat. Nanango LNP 2017 LNP 2015 ALP One Nation LNP % Nanango s One Nation primary vote of 27.44% paired with the relative stability of the ALP&LNP primary suggests PHON benefited from the absence of PUP, KAP and Independent candidates in 2017 Rockhampton ALP 2015 ALP Streelow LNP % One Nation 21.39% Labor s loss of 21.14% off its primary vote in 2017 Rockhampton was due to a split in Labor votes between the Labor and Independent candidates. 16 Denotes decline in Primary Vote for Major Party

16 SECTION FIVE Election Outcomes Summary (Time to Wake Up!) Of the 18 electorates targeted, ALP won 10 seats, LNP won 6 seats, KAP won 2 seats and One Nation won zero seats. Overall the LNP suffered the biggest drop in primary votes in Flick Em targeted electorates. The relative stability of the Labor vote in Flick Em targeted seats is observed, though Labor s loss of 21.14% off its primary vote in Rockhampton was also observed and can be attributed to a split in Labor votes between the Labor and Independent candidates. Where One Nation fielded a candidate in Flick Em targeted electorates and there was no KAP candidate, the party attracted between 19.92% (Townsville) and 34.38% (Lockyer) of the primary vote. Where both One Nation and KAP fielded a candidate, both parties polled above 13.88% of the primary vote. Across the state, the informal vote rose from 2.11% in 2015 to 4.34% in Excepting LNP in Nanango, ALP in Burdekin, ALP in Maryborough and LNP in Lockyer, Major Party Candidates in Flick Em targeted seats attracted a lower primary vote in 2017 than in 2015 which could indicate that the Flick Em approach was successful in 14 of 18 targeted electorates. 17

17 SECTION SIX Thank You Your support of Flick Em meant our television, radio and newspaper advertising was able to send a very clear message from Queensland Voters in the State Election. The Put the Majors Last message has meant the lowest primary vote for Queensland Labor and the LNP in history. It has also meant voters supported a very healthy cross bench, who now have the capacity to stand up, debate, negotiate and consult with government about legislation that affects every day people. Every day people like your family. Every day people like you. Please accept our thanks for sharing the vision and for taking a stand. 18

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