Bill Shorten has asked Australia to "Trust Labor" as the party enters an eight-week campaign in which he needs to come from behind to get the keys to The Lodge.
On the deck of a waterfront pub in northern Tasmania on Sunday, Mr Shorten repeated the slogan as he declared the July 2 poll is not a choice about political personalities, but rather what sort of Australia voters want to live in.
"Will this country be a country that ensures that the fair go is for everyone or that the fair go is just limited to the fortunate few?" the leader said from the Beauty Point Waterfront Hotel, north of Launceston.
Speaking just after Prime Minster Malcolm Turnbull confirmed the date for the double dissolution election, Mr Shorten referred to the coalition's plan to reward millionaires with a $17,000 tax cut and provide $50 billion in tax breaks to the country's largest companies.
"It is very important that Australians understand that my opponent's views and those of his party are a real risk to the living standards of all Australians," he said.
Mr Shorten pounced on Mr Turnbull's failure to mention climate change during the speech that officially kicked off the election campaign.
Labor offers an alternate raft of positive policies, the party leader said, adding his team is ready for the battle ahead and he is prepared to publicly debate Mr Turnbull.
"Let's be clear: this election isn't about Mr Turnbull or myself. It's about the Australian people," Mr Shorten said earlier in Melbourne, when asked if he was concerned his personal unpopularity was a drag on the Labor vote.
The working-class Tassie location for the ALP leader's later media address was no coincidence.
A decade ago as national secretary of the Australian Workers Union, Mr Shorten's publicity ratings rocketed as a talking head as the world waited with bated breath for the emergence of miners Todd Russell and Brant Webb, who had spent two weeks trapped underground after a rock fall.
"It reminds me that Australia succeeds when we work together with common endeavour and shared reward," Mr Shorten said, reflecting on the 2006 emergency.
"It was an Australia where everyone gets the fair go (and) this is the Australia I and my united Labor team are ready to serve."
Appearing as mates, Mr Shorten, Mr Webb and Mr Russell sat at the bar and shared a locally brewed James Boag's draught, discussing the AFL between pats on the back.
In true campaign style, the trio was disturbed by Labor groupies.
Teachers Shauna and Peter O'Connor from Brisbane just happened to be holidaying in Tasmania and came to see Mr Shorten when they heard he was nearby.
"I just want to say I support your education policy," Ms O'Connor said to a glowing Mr Shorten.
But the leader didn't make such a favourable impression on everyone.
"You can't leave and not shout the bar Bill," one man shouted as the opposition leader made an exit, leaving a half-full schooner.
"Next time," Mr Shorten replied.
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