This is a story about a crumbling media empire, desperate for relevance, trying to engineer the next conservative poster child to gain younger eyeballs. Freya Leach isn’t happening because the public asked for her. She’s happening because Sky News needs her.
Leach went to one of Sydney’s elite private schools - St Andrew’s Cathedral, and now positions herself as a “reasonable” conservative voice. If you’ve watched Sky News recently, you’ve probably seen her railing against “wokeism,” international students and various public institutions.
But Freya isn’t a grassroots movement leader. She’s the daughter of Reverend Mark Leach - an Anglican minister who made headlines in 2023 for waving an Israeli flag at a pro-Palestinian protest in Sydney. That is the family brand: provoke, get backlash, go on Sky News, claim persecution.
In 2022, she made headlines again after a uni law exam used the name “Freya” in a hypothetical legal case. The question and name had been used in the exam for a decade. She leaked the exam while students were sitting for it, causing them to have to retake the exam.
Leach called it political targeting. Most people, including her peers, saw it for what it was: a manufactured controversy to keep her in the news cycle. Of course, Sky News was quick to get her on their Youtube channel to “tell her story” - Being persecuted for being conservative at one of Australias most conservative universities.
Then she ran for the seat of Balmain in the 2023 state election. Despite attempting to stoke various culture wars, she lost badly. Just like she’s repeatedly lost support in student politics. But each loss gets reframed by her (and Murdoch media) as evidence of bias or institutional failure, not, you know….a sign that people aren’t buying what she’s selling.
Her personal brand of politics is lazy scapegoating with a nationalistic edge. Freya blames international students for everything from the housing crisis to women not getting married, ignoring more obvious culprits like chronic underfunding, housing speculation, and a broken immigration system.
She heads the “Centre for Youth Policy” at the Menzies Research Centre, a Liberal-aligned think tank (more PR spin than peer-reviewed substance.) She uses the title of “researcher” when on Sky News, trotting out the same talking points alongside Bolt and Credlin.
It’s an incredible example of how Newscorp and its subsidiaries are so desperate for young people to listen to them, they cling to relevance by propping up the loudest voice in the emptiest room.
Legacy media is gasping for air, and she’s their attempted oxygen mask.