The message matters: What the 2025 federal election revealed about political communication in Australia

By Roxane Horton, Account Director

In the wake of Australia’s 2025 federal election, political analysts are dissecting the Coalition’s loss and attributing it to a range of factors — but one area deserves special attention: how the major parties communicated with the electorate.

Unlike past elections where memorable slogans and cohesive messaging dominated the public’s awareness, this campaign was marked more by fragmentation than clarity. If you are struggling to remember either of the major party’s campaign slogans, you aren’t alone. While the historic swing towards Labor exceeded all expectations, this can’t be credited entirely to a campaign of polished communication or clear articulation of policies that resonated with the electorate. Analysts and commentators are arguing that the Labor Party’s fortunes were boosted by an Opposition that struggled to define itself and was unable to effectively, clearly or consistently communicate its policies in a way that positioned it to be considered as a credible alternative government.

Where was the message?

In past Australian elections, taglines like “Kevin ’07” (Rudd, 2007), “For All of Us. Tell Labor It’s Not Good Enough.” (Howard, 1996), “It’s Time” (Whitlam, 1972), and the long-lived Democrats slogan, “Keep The Bastards Honest” created a kind of rhetorical shorthand, along with an implied call to action, that voters could remember. Whether or not you agreed, you knew what the party was trying to say.

In 2025, the major parties offered up slogans that were serviceable but uninspiring. Labor’s “Building Australia’s Future” and the Liberals’ “Let’s Get Australia Back On Track” don’t leave a lasting impression. While neither is overtly negative, both feel generic and overly safe. Being forgettable may be better than being misjudged — reference the Liberals’ infamous 1990 slogan, “The Answer is Liberal”, which drew swift and scathing mockery from then-Prime Minister Bob Hawke, who retorted: “If the answer is Liberal, it must have been a bloody stupid question” — but it’s still not ideal.

Compare these to Barack Obama’s “Yes We Can” or Donald Trump’s “Make America Great Again” — campaigns that, for better or worse, built entire political movements around one clear, emotionally charged phrase. Or going back further, “I like Ike” (Eisenhower, 1952), “Who but Hoover” (Hoover, 1928), and “All the way with LBJ” (Johnson, 1964), used alliteration and brand recognition to memorable effect.

Messaging in a fragmented media environment

One reason for this muted communication may lie in the evolving media landscape. With audiences splintered across digital and traditional platforms, and with party loyalty ever-dwindling, crafting a single, dominant message that cuts through to all demographics is harder than ever. Parties now tailor micro-messages to niche audiences, risking the loss of a consistent, overarching story.

But this strategy has downsides. In the absence of clear messaging, and where voters are confused, they are likely to revert to what they know and favour the status quo over change.

What’s the lesson?

In an era where we are bombarded by information, simplicity still cuts through. There are advantages in having one clear overarching message which is then subtly adapted with different proof points to resonate with different sectors.

Political parties ignore the power of clear, emotionally charged messaging at their peril. As voters increasingly look for authenticity and clarity, clear key messages — backed by consistent policy and delivery — still hold weight.

Parties who speak clearly and passionately about something often perform better than those who try to say everything, or shrink into saying nothing, in order to avoid alienating voters.

The 2025 election reminded us that governing is complex — but winning votes still begins with the ability to communicate clear key messages that stick.

How Rowland can help you

At Rowland, we help businesses navigate the evolving political landscape by providing strategic advice tailored to your objectives. With the re-elected Albanese government progressing its agenda, now is the time to ensure your political engagement strategy aligns with your goals.

Our government engagement services are designed to support you by:

While the full ministry will be confirmed after the Labor Caucus meets this Friday, key appointments have already been announced. Prime Minister Anthony Albanese has confirmed that the Hon Richard Marles (Defence), Senator the Hon Penny Wong (Foreign Affairs), the Hon Jim Chalmers (Treasurer), Senator the Hon Katy Gallagher (Finance), and the Hon Don Farrell (Trade) will continue in their roles.

As the government finalises its leadership and agenda, we’re here to help you position your organisation for success.

Contact us at corporate@rowland.com.au to discuss how we can develop a bespoke engagement plan for your business.