The 1972 election campaign dealt with a combination of Vietnam and domestic policy issues, and the role of the federal government in resolving these issues. The Coalition of the
Liberal and
Country parties had been in government for 23 years. Successive Coalition governments promoted
conservative economics, trade, and defence. However, Australian economic prosperity during the
post-war period of the 1950s and 1960s led to the emergence of a range of "quality of life" issues regarding urban development, education, and healthcare. By 1972 these "quality of life" issues came to represent a major political problem for the coalition parties. Traditionally all of these areas had been handled by the state governments, and the Coalition had always asserted the importance of states rights, a view backed by Liberal state premiers like
Robert Askin and
Henry Bolte. Between 1966 and 1972,
Labor leader
Gough Whitlam developed policies designed to deal with the problems of urban and regional development using the financial powers granted to the federal government under the Australian Constitution. As Whitlam put it, Labor focused on "cities, schools and hospitals", and these issues were electorally appealing especially to the young and growing
baby boomer generation living in the outer suburbs of the major cities. By contrast, Coalition policies of conservative economic management, increasing trade, and Australian involvement in the
Vietnam War disengaged a significant number of Australian voters. Australian involvement in the Vietnam War was initially popular. However,
protests grew as the consequences of the war became apparent and the likelihood of a US-led victory diminished. A major part of the protests were directed at
conscripting Australians to fight in the war. Liberal policies on Vietnam focused on the need to contain the spread of
communism, but the gradual US and Australian troop withdrawal undermined this position. In 1971, Opposition Leader Gough Whitlam visited China. The Coalition heavily criticised the visit, but said criticism soon backfired and became an embarrassment when U.S. President
Richard Nixon announced he would
visit China the following year. Finally, the incumbent Prime Minister
William McMahon was no match for Whitlam, a witty and powerful orator. McMahon's position was precarious to begin with, for he had only emerged as Liberal Leader after a prolonged period of turmoil following the Coalition's unexpectedly poor showing at
the 1970 half-Senate election and various state elections. In March 1971, Defence Minister
Malcolm Fraser resigned from the
ministry and declared that Prime Minister
John Gorton was "unfit to hold the great office of Prime Minister". Gorton swiftly called for a
vote of confidence in his leadership, which resulted in a 33-33 tie. Gorton could have continued with the result, but stated: "Well, that is not a vote of confidence, so the party will have to elect a new leader." McMahon won the ensuing leadership contest against
Billy Snedden. This turmoil was only further compounded by Gorton immediately being elected as McMahon's deputy; he was ultimately sacked by McMahon for disloyalty in August 1971. These changes all made the Coalition appear weak and divided, and consumed in internal struggles. McMahon was further weakened by concerns about inflation and negative press coverage. For example,
Rupert Murdoch and his newspaper
The Australian supported the ALP. The ALP ran a strong campaign under the famous slogan ''
It's Time'' – a slogan which, coupled with its progressive policy programme, gave it great momentum within the electorate after 23 years of Conservative rule. The Coalition government strongly opposed the opening of full diplomatic relationship with Beijing during Mao Zedong's regime. ==Results==