Election 2019: Research project targeted ‘heartless’ Liberal voters in Warringah to oust Tony Abbott

A research project designed to manipulate “heartless” Liberal voters into turning on Tony Abbott was commissioned by his political opponents as a “how-to-win’’ guide for his Sydney seat.

A research project designed to manipulate “heartless” Liberal voters into turning on Tony Abbott was commissioned by his political opponents as a “how-to-win’’ guide for his Sydney seat.

The research titled “Winning Warringah” told independent candidates they could beat Mr Abbott if they appealed to the intellect of otherwise “heartless and uncaring’’ Coalition voters.

Pollsters conducted the research late last year from doorknocking voters and hosting focus groups where they formed a detailed campaign strategy to oust the former prime minister.

Zali Steggall makes her campaign launch speech at the Novotel Manly on March 30. Picture: Kate Zarifeh

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Independent candidate Zali Steggall, who announced her candidacy after the document was produced, denied having ever seen it despite there being striking similarities between her campaign slogans and the research material.

The Olympic skier’s letter-drop material carries the phrase “New Year. New Voice. (Yours)”, which was also the exact phrase suggested in the research material produced before Ms Steggall had announced her candidacy.

“From the screenshots you have sent me, I have never seen the document,” Ms Steggall said.

“The research was not commissioned by my campaign. “They are not my comments and do not reflect my views.”

Tony Abbott cuts the ribbon on Monday night to launch his federal election campaign office in the fight to retain the seat of Warringah. Picture: Jonathan Ng

Researchers suggested rolling out the catch phrase “New Year. New Voice” in January to launch a campaign while slowly ramping up policy discussions about climate change through April and May.

Voters were grouped into four target categories with Mr Abbott’s Liberal base described as those who lead “heartless” or “blue chip” lifestyles without concern for the environment.

Secret research was rolled out in the seat of Warringah early in 2019.

Researchers concluded that a successful candidate would use the heartless Liberal voter’s sense of status and desire to be “intelligent and worldly” as a means of toppling Mr Abbott.

It recommended that candidates manipulate those traits by focusing on using slogans saying Mr Abbott was “an embarrassment to our country on the world stage”.

The pollsters worked out that an independent candidate would need a swing of 8 per cent against Mr Abbott to finish second in the primary vote and win via preferences.

An example of the secret research designed to target ‘blue chip’ voters.

Mr Abbott said the research showed his political opponents had been plotting against him for months before any candidates came forward.

“It just goes to show how long GetUp! and others have been planning this campaign but what else can we expect from a Left-wing political mafia determined to bury all those who oppose it,’’ he said.

“It’s a pretty odd candidate who antagonises 20 per cent of the electorate by calling them heartless.”

Ms Steggall speaking at her campaign launch as an independent candidate for the seat of Warringah on March 30. Picture: Kate Zarifeh

Door-knockers made note of complaints from voters which candidates could capitalise on, including climate change, stopping the Adani mine and coal and investment in renewable energy.

Researchers also said a successful candidate needed to “treat the LGBTQI community equally”.

GetUp! has denied it funded the research.

Originally published as Election 2019: Research project targeted ‘heartless’ Liberal voters in Warringah to oust Tony Abbott