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The Rudd Transition: Continuity and change in the structures of advice and support to Australian Prime Ministers

Labor detected a mood for change in the electorate and pursued it relentlessly. Throughout the campaign, Rudd offered the Australian people ‘fresh thinking’, a ‘new style of leadership’ and ‘a positive plan for our country’s future’. Though criticised for ‘me-tooism’ and for casting himself as ‘Howard-like’, he projected moderation and caution, reassuring the electorate that changing their vote would be a safe option. Voters rewarded him on polling day with a net gain of 23 seats in the House of Representatives.