SBS News
By Niv Sadrolodabaee Published 20 April 2025 4:16pm. Updated 20 April 2025 4:20pm
Across the political spectrum, politicians are turning to increasingly unconventional methods to capture public attention and votes in this election campaign.
From joining an adults-only site to video gaming, commuter chats, DJing with influencers, and even a diss track — this year’s federal election candidates are resorting to unconventional campaign methods to win over voters.
However, political experts say it’s unclear whether such methods will yield results.
In the latest campaign tactic, Tasmanian Greens senator Nick McKim donned a hoodie, put on a headset and live-streamed himself playing one of the world’s most popular video games in a bid to appeal to younger Australians.
He also dropped some lingo that not all Australians, especially older generations, would understand.
“This is the corner of woke: we are dubbing (brushing off an interest), we are Griddying (dancing), we are fighting faschies (fascists),” the 59-year-old senator said while playing Fortnite.
Seeking to counter voter apathy and political disengagement, incumbent and aspiring candidates from both major and minor parties have found new ways to reach voters over the past month of campaigning.
“Once it would’ve been enough to basically be on the newspapers, the radio and television, particularly the late night bulletins,” Terry Flew, professor of digital communication and culture at the University of Sydney, told SBS News.
“Now, [there is] a whole range of social media outlets that are being reached out to … These can be very influential.”
‘One needs to be attention-seeking’
One of these social media platforms that politicians have used to reach a larger audience is adult site OnlyFans.
Greens MP Stephen Bates used the platform, widely known for charging fees for nude content, to post about the party’s effort to make an HIV-related drug free in Australia.
Greens leader Adam Bandt defended his party’s campaign methods, after himself brandishing a giant toothbrush for a health-related policy announcement and campaigning as a DJ at a club.
“We make no apologies for trying to get people’s attention,” he told the ABC’s Insiders program.
“If that involves going to a nightclub with a big toothbrush to advance our push to get dental into Medicare, then I am happy to do it, because a lot of people do not see politicians tackling the big issues.”
The Greens are not the only ones turning to these unconventional campaigning methods.
This week, independent candidate Nicolette Boele shared a social video of herself interviewing commuters on a train line in NSW, in a post seemingly inspired by the Egyptian-American comedian Kareem Rahma’s popular New York Subway Takes series.
According to Flew, about a third of the electorate votes for someone other than the major parties.
Minor parties or candidates “need to be attention-seeking” because they don’t have access to traditional media like the major parties.
“All of these minor groups and independents are looking for ways to get cut through when the major parties have the more traditional model of the leaders on the bus or the plane, and journalists follow them around.”
‘An evolution of changes’
However, the Labor Party and the Coalition have also not limited their campaigns to traditional methods.
In the early days of the election campaign, the Liberal Party released a hip-hop ‘diss track’ titled Leaving Labor.
Labor has used social media influencers in their election campaign, with Prime Minister Anthony Albanese appearing on media figure Abbie Chatfield’s podcast.
Opposition leader Peter Dutton has also appeared on a podcast with the former Olympic diver and social media personality Sam Fricker.
Flew said that by using these campaign tactics, parties are “looking for the disengaged” and trying to meet them on the platforms that they’re on, such as TikTok or other social media platforms.
“I think generally also to get cut through in this environment probably requires something unconventional,” Flew said.
“It’s more generally the population that has low, low investment in everyday politics.”
According to the Triton Digital 2024 Australian Podcast Report, 48 per cent of podcast listeners in Australia are 18 to 34 years old.
“There’s been an evolution of changes going on for some time, and it’s often talked about which party won the social media campaign,” Flew explained.
“I think all of the parties consider reaching out to influencers … to be an important part of their armoury.
“There is also just the need to get attention where there’s just so much, so much noise in the atmosphere.”
But just how effective turning to podcasts, rap, gaming, and OnlyFans has been is not clear.
“It’s not necessarily the case that going for unconventional methods delivers results. But there have certainly been instances where it has,” Flew said.
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