That one’s been used – damn.
In 2004, prime minister John Howard’s personal standing in the electorate had nosedived, in part thanks to the muscular new “cut-through” opposition leader. In particular, lots of voters believed he habitually lied to avoid responsibility, and that you couldn’t trust what he said.
So he reclaimed the word “trust” and turned it into “who do you trust to run the economy?” – interest rates in particular. The rest, as they say …
In 2010, can Kevin Rudd reclaim his Achilles’ heel? Running on ”waffle” doesn’t work, and nor does “this election will be about gutlessness”. Those words are unsalvageable.
But all elections are about the 2004 Howard version of “trust”, whether the word is used or not. And no matter how loathed the incumbent, they all turn on how “safe” the opposition is.
Update: it belatedly occurs that the most applicable version would be “This election will be about courage.” Something like “the courage to stand up for all Australians, against sectional interests [read big miners etc], the courage to keep us out of recession, to change your mind when the facts change …”
Hmm, a bit risky.