Christine Hamilton-Prime
The mayoral campaign in the City of Joondalup has taken an unexpected turn as candidate Christine Hamilton-Prime faces scrutiny over her campaign materials. With the local government elections set for October 18, 2025, the race has drawn attention, particularly due to the striking resemblance of Hamilton-Prime’s pamphlets to those of the Labor Party.
In a field of seven candidates vying to succeed retiring mayor Albert Jacob, Hamilton-Prime’s campaign has raised eyebrows not for its messaging, but for its design choices. Observers have noted that her materials utilize a red color scheme and design elements akin to those found in pamphlets from local Labor representatives, such as Caitlin Collins, the member for Hillarys. Collins, recently re-elected for a second term, first won her seat from the Liberals in 2021.
While Hamilton-Prime did not directly address the design similarities in her statements, she emphasized that she is running as an independent candidate, despite her affiliation with the WA Liberal Party. “I have been a member of the Liberal Party for many years because my values broadly align with those of the Liberal Party and I am open and transparent about this,” she said in an interview with PerthNow. She added that her long tenure as a councillor and her relationships across the political spectrum would enable her to work constructively with everyone if elected.
Collins remarked on the situation with a light-hearted tone, acknowledging that her office had received inquiries regarding the resemblance. “People have got in touch to point out the striking similarities in design and that a Liberal Party member is using Labor red on their materials,” she noted. “As my mum always says, imitation is the sincerest form of flattery.”
The community group Wake Up Joondalup has also weighed in, posting a comparison of Hamilton-Prime’s pamphlets to those of Emily Hamilton, the local Labor MLA. Comments on the post included mixed reactions, with one user describing the campaign strategy as “really clever,” while another expressed concern with a simple “Yikes!”
Christine Hamilton-Prime has a long history in local politics, having been first elected to the City of Joondalup council at the age of 19. With nearly 16 years of service, including a term as deputy mayor, she aims to make history as the first woman to serve as mayor in the city’s 27-year existence.
As the campaign progresses, the implications of her marketing choices and the response from the community may play a significant role in the upcoming election. The local government elections will officially take place on October 18, and the outcome will determine whether Hamilton-Prime can effectively navigate the controversy and secure her position in the council.
