"A referendum on priorities" says Opposition Leader Mark McGowan introducing WA Labor's pitch to voters as the March 9 election looms closer.
The Opposition got in early on the Australia Day public holiday, officially launching its campaign six weeks out from the poll.
In scenes reminiscent of his first media conference after becoming the Labor leader, Mr McGowan was flanked by his young family at state Parliament as he told reporters the "phoney campaign" was over.
"It's time to call a spade a spade," he said.
"Over the past few weeks there's been a period of heightened activity.
"It's time to actually speak the truth - that the election is on."
Political parties usually hold off on their campaign launches until closer to election time, complete with flashy venues, coloured balloons and a crowd of faithful admirers.
Labor isn't the only party to jump early this time around though - the WA Greens held their launch mid January and the Nationals kicked off their campaign way back in October.
Political analyst Harry Phillips says the introduction of fixed term elections means the rules have changed.
"The old trodden path was that the government made the election call in the name of the Premier and the writs were issued and thereafter formal announcements were made by the Opposition and other parties," he said.
"The fixed date has given the parties the chance to determine their own strategies and tactics.
"What Labor has attempted to do is gain some initiative, get the first run and some points on the board.
"At the end of the day they'll look at the results and make a judgement about what they thought was the most effective strategy."
The Premier Colin Barnett remains insistent the Liberal Party's campaign won't begin until the government goes into caretaker mode on February 6.
Despite that, Mr Barnett has been busy making announcements of his own.
In the past week, he's revealed plans for a $70 million revitalisation of Scarborough, Leighton and Port beaches, a new marine park in the Kimberley and an overhaul of the secondary school system.
"Yes, we're focussing more on election issues now but I want to emphasise that these decisions have been made over the summer period by Cabinet and that money is now available through Treasury," he said.
"When the financial statements come out during the election campaign from Treasury, this will be included as money already committed by government."
Dr Phillips says saving up a pile of pre-approved plans to announce ahead of the official campaign is good strategy but just that.
"These types of announcements, important announcements, have been going on for weeks but they really have to be seen as part of the campaign," he said.
"That means it's reasonable for the Opposition and the Greens and the Nationals to decide how to get maximum exposure for their own call, rather than wait for the Government."
Back to Labor's campaign launch and observers may have noticed something was missing from the announcement - any new policies.
Parties traditionally use the events to announce major promises and while Mark McGowan chose not to make fresh pledges, or to detail any of the party's more vague commitments, it's clear the Opposition's strategy will focus on one key phrase - 'priorities'.
"My priorities are all about the suburbs and towns where people live," he said.
"They're about making sure we have a good health system, education system, community safety, an environment that's protected, jobs for the future in a broad and diverse range of industries.
"Colin Barnett's priorities revolve around the CBD and how many plaques he can get with his name on it."
Mr Barnett may not have officially kicked off his campaign but he's been making his election message clear.
"I believe this has been a good government, a government that's acted across a wide range of areas, that deserves a second term," he said last month.
"That's in sharp contrast to the previous Labor government which was just a government of scandals and inquiries before the Corruption and Crime Commission."
With less than 40 days until the poll, consider the countdown well and truly on.