Labour leader David Cunliffe has launched his party's West Auckland campaign and the message is a multicultural team for a multicultural community.
In front of a roomful of cheering, red-scarf wearing Labour Party members, Cunliffe introduced the candidates for Kelston, Helensville, Upper Harbour, Te Atatu and his own electorate New Lynn.
No new policy was announced today but Cunliffe said Labour would be campaigning hard on one issue per week.
His rallying cry was that Labour could win the general election by pulling itself up to mid-30s in support to form a coalition.
It was promised that Labour would not engage in coat-tailing or pre-election coalition deals.
Cunliffe said starting out as underdogs was a great place as "it's all up from there, we have the power of surprise''.
The focus of Labour's election campaign was to stay positive but Cunliffe couldn't resist a few digs at National and Prime Minister John Key through metaphor.
"When that blue water comes about, it always washes out against the red rocks of the Waitakeres and always piddles out again," he said.
An extra $5m of taxpayers' money is going to educating prisoners. Is it worth it?
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