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You can find the current article at its original source at https://www.theguardian.com/australia-news/2017/jun/24/liberals-launch-website-to-lure-swing-voters-and-take-on-activist-groups
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| Version 0 | Version 1 |
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| Liberals launch website to lure swing voters and take on activist groups | Liberals launch website to lure swing voters and take on activist groups |
| (7 months later) | |
| ‘The Fair Go’ will take aim at organisations such as Getup!, which have developed effective digital campaigns while the party has lagged behind | |
| Paul Farrell | |
| Sat 24 Jun 2017 03.17 BST | |
| Last modified on Mon 26 Jun 2017 07.13 BST | |
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| Australia’s Liberal party has launched a new website that it says will help seduce swing voters its way and challenge rival campaigning organisations such as Getup!. | Australia’s Liberal party has launched a new website that it says will help seduce swing voters its way and challenge rival campaigning organisations such as Getup!. |
| The acting Liberal party director, Andrew Bragg, launched “The Fair Go” website on Saturday, which is operated by the party. | The acting Liberal party director, Andrew Bragg, launched “The Fair Go” website on Saturday, which is operated by the party. |
| Bragg used his speech to the party’s federal council as a call to arms to modernise or perish. He said the party had to deal with a “cashed up cabal” of opposition to its interests. | Bragg used his speech to the party’s federal council as a call to arms to modernise or perish. He said the party had to deal with a “cashed up cabal” of opposition to its interests. |
| Senior members of government and Liberal figures have been taking aim at organisations such as Getup!, which have excelled at developing novel and effective digital campaigns at a time when the Liberal party has struggled to keep pace. | Senior members of government and Liberal figures have been taking aim at organisations such as Getup!, which have excelled at developing novel and effective digital campaigns at a time when the Liberal party has struggled to keep pace. |
| The Fair Go site appears to be, in part, a response to some of these new types of campaigning and, according to Bragg, will help bolster the party’s efforts to “seize the opportunities in the digital age”. | The Fair Go site appears to be, in part, a response to some of these new types of campaigning and, according to Bragg, will help bolster the party’s efforts to “seize the opportunities in the digital age”. |
| The Wordpress site includes posts with titles such as “Women are just people”, “Who’s your grand-daddy?” and “From laissez-faire to much, much fairer”. | The Wordpress site includes posts with titles such as “Women are just people”, “Who’s your grand-daddy?” and “From laissez-faire to much, much fairer”. |
| It also includes three “words of the week” that will change weekly. The inaugural locutions are “needs based, union and slamming”. | It also includes three “words of the week” that will change weekly. The inaugural locutions are “needs based, union and slamming”. |
| The Fair Go launched today at #LibCouncil https://t.co/7gpi5l48BV@LiberalAus | The Fair Go launched today at #LibCouncil https://t.co/7gpi5l48BV@LiberalAus |
| A review of the party’s last election campaign by Andrew Robb set out a series of concerns with the Liberal party’s election campaign efforts, and found they were being outgunned and outspent by Labor and progressive activist groups. | A review of the party’s last election campaign by Andrew Robb set out a series of concerns with the Liberal party’s election campaign efforts, and found they were being outgunned and outspent by Labor and progressive activist groups. |
| Bragg told the federal council: “Publish or perish must be our credo.” | Bragg told the federal council: “Publish or perish must be our credo.” |
| He said the website “will be a publication which reaches beyond the existing cohort of fellow travellers to speak to undecided and swing voters”. | He said the website “will be a publication which reaches beyond the existing cohort of fellow travellers to speak to undecided and swing voters”. |
| “It is designed to support the Coalition’s overarching narrative into social platforms and arm supporters with bottom up perspectives on public policy issues.” | “It is designed to support the Coalition’s overarching narrative into social platforms and arm supporters with bottom up perspectives on public policy issues.” |
| The website appears to feature a cast of characters mostly linked to the Liberal party. | The website appears to feature a cast of characters mostly linked to the Liberal party. |
| Parnell McGuiness, a communications consultant who is the managing director of Thought Broker, is listed as the editor of the site. Penny Fischer, a Camden Liberal councillor and the daughter of Pru Goward, has also produced work for the site. Brigid Meney, a policy officer at Cornerstone Group Australia and former Liberal party political adviser, has contributed as well. | Parnell McGuiness, a communications consultant who is the managing director of Thought Broker, is listed as the editor of the site. Penny Fischer, a Camden Liberal councillor and the daughter of Pru Goward, has also produced work for the site. Brigid Meney, a policy officer at Cornerstone Group Australia and former Liberal party political adviser, has contributed as well. |
| The site’s privacy policy makes it clear that the Liberal party collects users’ personal information and may contact them if they sign up to the site. | The site’s privacy policy makes it clear that the Liberal party collects users’ personal information and may contact them if they sign up to the site. |
| It is Bragg’s final speech in his role as acting director of the party following Brian Loughnane’s departure. Former Liberal party staffer Andrew Hirst has been named the new director. | It is Bragg’s final speech in his role as acting director of the party following Brian Loughnane’s departure. Former Liberal party staffer Andrew Hirst has been named the new director. |
| It is not the first time major parties have attempted more aggressive communication strategies. | It is not the first time major parties have attempted more aggressive communication strategies. |
| The Labor party launched the Labor Herald in 2015, which produced news and analysis for the party faithful. | The Labor party launched the Labor Herald in 2015, which produced news and analysis for the party faithful. |
| It no longer publishes content, and the website now directs users to a page that says it is “currently on hiatus”. | It no longer publishes content, and the website now directs users to a page that says it is “currently on hiatus”. |
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