If you’ve been browsing Peter Dutton’s social media channels lately or peeking at the comments on related news articles, you might have come across a recurring phrase: Peggy Sue.
Dear readers, allow me to shed some light on the Peggy Sue saga. At first glance, it may seem trivial or even silly, but persist with me, as there’s a larger narrative reflecting the current political climate.
The voting landscape is evolving. By May 2025, millennials and Gen Z Australians will represent nearly half of the electorate, prompting a shift in political strategies. Dutton was swift to tap into this demographic, being the first major party leader to venture onto TikTok, reminiscent of his predecessor Scott Morrison’s social media engagement. However, he’s quickly discovering that TikTok is unpredictable; it doesn’t merely amplify messages in the intended manner.
As I’ve previously discussed, memes hold significant sway, and digital communication is becoming pivotal in modern campaigning. The Liberals recently enlisted a contentious digital agency, Topham Guerin, to assist Dutton in his bid for the 2025 election. This leads us to the organic meme phenomenon surrounding Dutton that he may wish to contain.
Kayla Jade, an Australian TikTok creator with nearly two million followers, is known for sharing her experiences as a sex worker. One of her clients, a “man of power in the workplace,” has been humorously dubbed Peggy Sue to preserve his anonymity. While it’s not suitable to spell everything out, the implication is clear—with caution advised if you decide to Google further. Four clips regarding her latest booking in January garnered a staggering 10.6 million views.
During this time, a playful comment emerged on a video by another TikTok creator, Holly MacAlpine, known for her critical political videos targeting Dutton and the Coalition. The comment simply stated, “PETER DUTTON IS PEGGY SUE.” MacAlpine quickly seized this opportunity.
“It was obviously tongue-in-cheek, but it gained traction within a few days after my initial video,” she shared with Crikey. One of her videos, styled like a Daily Mail headline, is nearing one million views.
MacAlpine has produced a dozen videos related to Peggy Sue, even encouraging her followers to inundate Dutton’s comments. Even the teaser of Dutton’s recent 60 Minutes interview was initially inundated with Peggy Sue references, though these comments have since been filtered or removed. “People assume I’m being paid for this, but it’s purely for fun—just the thrill of the game,” she remarks.
MacAlpine takes care to tag each of her videos with #joke, clarifying that this is mere satire and not aimed at establishing any real connection between Peggy Sue and Dutton.
Political Meme Folklore
Meme-driven humor is not a novel concept among young voters. Who could forget the urban legend about Scott Morrison allegedly soiling himself at the Engadine McDonald’s after the Cronulla Sharks lost the 1997 Super League grand final? This rumor circulated for years, gaining traction during the 2022 election, only to be debunked in 2023 by musician Joyride, the originator of the tale.
While the Engadine McDonald’s incident certainly wasn’t the sole reason Morrison faced defeat in 2022, the notion that he might be perceived as capable of such an embarrassing mishap did not bolster his appeal, particularly among younger voters.
Joyride claimed on the Hello Sports podcast in 2023 that he never meant for the Engadine McDonald’s story to become a rumor; he simply tweeted it. However, the energy behind the Peggy Sue narrative is different—MacAlpine believes it channels the “frustration and fear” many young women feel about the political rhetoric Dutton’s Coalition represents.
One of her videos underscores this sentiment: “If the current state of Aussie politics has you feeling down, go comment Peggy Sue on Dutton’s most recent post. I assure you it will lift your spirits.”
“Many have referred to Dutton as ‘Temu Trump,’ and he’s openly expressed admiration for Trump’s ideas,” MacAlpine explains to Crikey. “This rhetoric is alarming for women in our nation. Observing the trajectory of America raises concerns when someone aims to emulate that in Australia.”
Young Women are Uniting
For reasons unknown, the media has chosen to overlook the influence of young women in this election, choosing instead to focus predominantly on young men. They appear convinced that Gen Z and millennial males will shape the election outcome based on their connection with Dutton.
A relevant example occurred in late January when, as Peggy Sue gained traction, media coverage of an AFR/Freshwater poll emphasized Dutton’s supposed popularity among young men, neglecting the equally significant feedback from young women. These women expressed dissatisfaction with both major party leaders, revealing that they could just as easily back the Greens as Labor. With primary votes for these parties dwindling, one would expect such insights to attract more attention.
Engaging in a bit of meme-based mischief is one way to wield influence and foster change. Other young women are also mobilizing in traditional avenues, aiming to make their mark on representation.
Lizzie Hedding, co-founder of the climate action non-profit Project Planet, is spearheading two significant initiatives in the lead-up to the elections. The first initiative arose after the U.S. election results, involving free webinars designed to educate individuals on political campaigning and volunteering. “I received messages from friends asking, ‘What can I do, this is terrible?’ We often see what I term ‘political hobbyism’—people understanding current affairs yet not engaging actively,” Hedding shares with Crikey.
“Staying passive, merely reading news from our phones and feeling disheartened, won’t lead to progress. I wanted to facilitate a step forward.”
More than 1,000 individuals have signed up for the webinars. The initiative doesn’t favor any particular party or candidate; rather, it aims to inform participants about volunteer opportunities, encouraging them to get involved in line with their values. “Imagine the impact if another thousand people volunteered just a few hours each; that could be monumental. This is a modest effort that could yield significant consequences.”
The second initiative, Build a Ballot, is a platform enabling voters to create personalized preference sheets featuring candidates from their electorates, based on the issues that matter to them most. This resource targets those who may only engage in the electoral process close to election day, building a useful tool for voters of all backgrounds and political beliefs, created through the efforts of young women.
These initiatives are still in development. While the election date remains unannounced, time is of the essence. Meanwhile, a notable cohort of young voters is relishing the notion that they may have compelled someone in Dutton’s office to address the curious references to Ms. Sue. It serves as a potent reminder that young women want Dutton to recognize their presence.
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