Premier says 'witch' billboard dehumanises women, drives violence

Victoria Premier Jacinta Allan says 'witch' billboard drives disrespect for women Mon 20 Jul 2026 at 11:01am In short: Victorian Premier Jacinta Allan says a controversial political billboard in Melbourne is corrosive and driving disrespect for women. The truck carrying the mobile billboard was issued a defect notice and removed from the streets last week. It has since been deemed roadworthy after a VicRoads inspection and was seen travelling around the city over the weekend. The Victorian premier says a controversial billboard seen around Melbourne labelling her a "witch" sets a dangerous tone for how women are spoken about. The truck carrying the billboard was removed from the streets last week after being issued a defect notice, but was seen again in the city over the weekend. Premier Jacinta Allan said it sent a clear message about a lack of respect for women, which she said had an impact on rates of gendered violence. "Violence against women starts with disrespect for women," she said. "We have to drive cultural change. Governments can't do this alone, it requires society." Speaking to 774 ABC Melbourne, Ms Allan said the recent spate of gendered violence made her angry and showed there was a need for change. "It makes me furious. It's devastating," she said. "We are continuing to see too much of this ... we need to continue to drive cultural change alongside the huge system reform." Two girls and two women, aged between 13 and 39, were allegedly murdered within a four-day period earlier this month, sparking calls for more research and better funding for domestic violence prevention. Two of those deaths were in Victoria. Ms Allan said the use of words such as "witch" had long been used to "attack and bring down" women. "It has been used for centuries to dehumanise women, to other women," she said. "And when you see that portrayal on our streets, it's sending a really clear message about the corrosive nature of a lack of respect for women that has to change." She argued it also sent a dangerous message to young boys and girls. "The message it sends to a young boy, a young boy who would also, I think, be disturbed by that image, but for some, it can trigger something else," she said. "That is why it is dangerous, it is corrosive, and why it should be at every turn condemned and not just seen as part of the rough and tumble [of politics]." The controversial billboard was condemned across the political divide when it first appeared in Melbourne. At the time, Prime Minister Anthony Albanese said the campaign was sexist and "totally unacceptable". "Young girls will see that, you know, depiction of a premier as a witch, just like the denigration that Julia Gillard suffered from as prime minister, and it is just not on," he said. Former prime minister Julia Gillard, who was also targeted with similar slogans during her time in the top job, also slammed the campaign. "I am saddened to see that improvement cast aside and this tired old trope resurrected," she said in June. The state opposition leader and other MPs also denounced the slogans, while One Nation's Pauline Hanson told Ms Allan to "suck it up, sweetheart". Melbourne brothel Gotham City had previously confirmed it was involved with funding the campaign, along with many other businesses. The truck briefly disappeared from the city's streets after the driver was issued a defect notice. Police said the defect notice was issued after an investigation into whether the billboards fell "outside the standards of regulation". "Police have been advised the truck was presented to VicRoads for inspection and the vehicle was deemed roadworthy," a police spokesperson said. "As such, police will not be taking any further action in respect to the vehicle."