With the Voice to Parliament decision being called before WA polling booths were even closed, it is now left to those involved to figure out what happens now.

At the same time, many are scratching their heads over how a campaign that was ostensibly about necessary cultural progression could have muddied their own message so much.

Australian National University political marketing expert Andrew Hughes told Gary Adshead on 6PR Breakfast the Yes camp severely hampered itself with a lack of promotional strategy.

“I think I was like a lot of people when I was saying, ‘When does the campaign start’?” Dr Hughes said.

Press PLAY to hear more about how the Voice referendum failed

Image: Jenny Evans/Getty Images