When I started covering the electorate of Bruce for The Age’s hot seats blog, I posted messages across each of the local community Facebook groups.
I asked voters to get in touch, to share their views on what they thought the most important issues were in this election.
Voters did reach out, but so did a Liberal insider with a prescient message.
The insider, who could not be named because they were discussing internal matters, said there was a “naive optimism” brewing within the upper ranks of the party.
Liberal candidate Zahid Safi voting in Bruce on election day.Credit: Charlotte Grieve
This conversation takes new weight now, with the vote count showing Bruce having one of the most significant swings towards Labor.
“It’s an embarrassment for the party,” another Liberal member told me after the May 3 vote.
But the warning signs emerged in that early conversation weeks ago, when the Liberal insider said the strategy was all wrong from the start.
The party threw more money at Bruce than ever before, under the mantra of “win Bruce, win [the] election”, with Liberal candidate Zahid Safi treated as the “anointed one” and promoted heavily by Liberal MP Jason Wood, the member for the neighbouring electorate of La Trobe.
In pre-selecting Safi, born in Afghanistan, the Liberals thought they could pick up the 5 per cent of Bruce voters born in the same country and sail to victory.
“But he’s kind of the wrong Afghan,” the Liberal insider said.
Safi is of Pashtun ethnicity, while the majority of Afghanistan-born voters in Bruce are Hazara.
“It’s a very polarising choice,” the insider said. “You’re choosing a candidate that’s going to piss off a large portion of your demographic.”
The source said the Liberal Party simply hadn’t done its research on the ethnic tensions at play, and patronisingly took the view that migrants would blindly vote for someone like them.
“An Afghan is an Afghan in some peoples’ eyes,” the source said. “The Liberals’ plain thinking, simple thinking is there’s an Afghan, they should back him. That’s not the case at all.”
Peter Dutton campaigning with Safi and Liberal MP Jason Wood on April 1.Credit: James Brickwood
When volunteers went letter-boxing in Dandenong, the reception was terrible – but if voters said they cared about cost of living and crime – this was reported to HQ as a positive.
“We operate in an echo chamber,” the Liberal insider said. “We report the positives up the chain, not the negatives. The true story comes when you’re talking with friends, and they can’t stand Safi.”
The boundary re-distribution that was supposed to pour Liberal voters into the seat only fuelled the party’s unfounded sense of optimism further.
So confident were the Liberals in Bruce, they isolated Safi from the media.
In week one, I turned up to the launch party, expecting an underdog campaign to welcome media coverage, but was asked to wait outside then rudely told to leave.
Not even the Australian Federal Police officer there could believe they were turning away the only journalist who rocked up.
As the weeks passed, I repeatedly asked the Liberal Party for Safi’s diary, so, like with Labor candidate MP Julian Hill, I could see how he engaged with the community and learn more about his backstory. These requests were ignored, or met with aggression.
The people advising Safi only made things worse. His first campaign manager was long-time member Andrew McNabb, who openly posted sexist and other offensive commentary on social media.
Andrew McNabb at Zahid Safi’s campaign launch.Credit: Charlotte Grieve
McNabb’s offensive posts were an open secret in the party, but it was only after this blog published screenshots from his publicly accessible social media account that I was told he was no longer the campaign manager.
“I think you’ve done the party a favour,” one Liberal source texted me at the time.
Despite the party assuring me McNabb was no longer involved, Liberals on the ground told me McNabb had privately boasted that he remained working on the campaign behind the scenes.
Eventually, McNabb resigned his party membership, but members still called for him to be expelled to close the door on his return. Candidates come and go, but local powerbrokers like McNabb can set the tone for years to come.
Next came Safi’s businesses. The Liberal Party branded Safi as a “businessman” but failed to provide details, or mention that his primary business was an NDIS provider.
After we revealed some of Safi’s family businesses used outdated addresses and fake reviews, I was contacted by the mother of a man who lived in Safi’s disability accommodations until last year.
The mother – who didn’t want to be identified to protect her son, who lives with multiple disabilities – had seen Safi’s face plastered on corflutes around the electorate, and couldn’t believe her eyes.
She was so concerned about her son’s welfare while living at Willow Support Services’ Narre Warren South accommodation that last year, she made a complaint to the Victorian Disability Workers Commission and NDIS Commission.
The regulators decided to take no action, but she was told her complaints would be used in future probes.
A day before the election, the mother was contacted by the NDIS Commission after inquiries by this masthead, and asked to resubmit her complaint, as well as another complaint made by her son’s independent support worker.
All this raises questions about the thoroughness of the Liberal Party’s vetting process. How did these issues not come up?
A Senate submission about the war in Afghanistan Safi co-wrote that was critical of the Hazara community mobilised a whole new generation of voters against the Liberal Party, and only raised more questions about the Liberals’ vetting process.
As these major problems sowed anger in the community, against Safi and against the Liberal Party, there was no strategy to handle it beyond dodging questions and hiding the candidate.
Over my five weeks on the ground in Bruce, I repeatedly heard genuine concerns about the economy and cost of living being the primary issues that were driving votes.
I met for coffees with voters, and had lengthy conversations about those issues and how the candidates were viewed.
Among Bruce’s large migrant population, many felt Safi simply lacked the experience to hold public office. Many Australian-born voters were openly racist about his name.
At a policy level, the Liberals’ signature fuel savings policy did not cut the mustard with voters, who were hurting badly from rising prices and needed more than savings of 25¢ per litre of petrol to improve their lives.
At a leadership level, Peter Dutton did more harm than good in Melbourne’s south-east. Doorknocking one day, I heard voters bemoaning the then opposition leader’s crackdown on working from home (a policy he later backtracked on).
For people in the suburbs, flexible work is life-changing. Avoiding the commute means saving money on fuel, tolls, childcare and precious time with family.
I drove hundreds of kilometres around the vast Bruce electorate, from the leafy estates of Narre Warren South to the crammed rentals of Eumemmerring. I dined on everything from spicy curries to charcoal meats, where tradies and women in hijabs dined side-by-side in kebab stores.
While political literacy remains low throughout the electorate, I spoke with people who were afraid for the future and wanted the government to do better, on everything from painful visa delays to soaring property prices. As the campaign went on, The Age’s coverage in Bruce grew fans from across the political spectrum, from One Nation volunteers to strangers at public events, who appreciated mainstream media coverage of a seat that too often flies under the radar.
Labor MP Julian Hill at a caucus meeting in Canberra on Friday. He gained a 9 per cent swing in Bruce.Credit: Alex Ellinghausen
As the scandals around Safi’s campaign increased, Liberal Party HQ still projected confidence, and briefed journalists at The Australian in late April that the seat had entered into “surprise contention”.
“Bruce is definitely shaping as an outlier,” a “Liberal” told the newspaper. “Campaigners have picked strong support out there, so don’t be surprised if this moves.”
But on pre-polling booths, Safi was grilled by voters about his qualifications (on LinkedIn, he promoted a master’s degree he never completed) and volunteers were faced with criticism of the party’s policies.
Labor, meanwhile, was facing attacks on multiple fronts – from the Greens, Muslim Votes Matters, being linked to an unpopular state government, and a persistent perception that Labor governments waste taxpayer money. The Labor Party was nervous to the very end, and even tried to usher me out of its election party.
Ultimately, the 9 per cent swing to Labor in Bruce was historic and widespread. Support for Labor stretched across the diverse electorate. The election party was held in a community hall in the quiet streets of Doveton, and was packed with fewer red-shirt volunteers than everyday people working blue-collar jobs. There were outbursts of joy, and raucous applause, as Labor members grabbed their faces in disbelief as the numbers rolled in.
Greens candidate Rhonda Garad is well known in Dandenong, a councillor and resident of more than 30 years. Booth numbers showed big swings towards her in Greater Dandenong Council areas, and a rising primary vote across the electorate. While pleased with the numbers, Garad said the fear of Safi being elected drove people to Labor.
“People were so terrified, particularly the Hazara, that he would be elected. So they turned to the safety of Labor. Had they [Liberals] put up a decent candidate, things might have been different,” Garad said.
Liberals I’m speaking with are shocked but not surprised by the result. “You’re better off voting for the devil you know than the devil you don’t,” one said. “The right person probably won in the end ... How did they manage to get this guy [Safi] across the line?”
Home to some of the most disadvantaged communities in Victoria, the people of Bruce deserved a real contest.
But it was the sloppy, arrogant approach towards voters and the media that led to the Liberals losing not just Bruce, but seats across the country.