Labor campaigned under the slogan "It's Time", an echo of Menzies' successful 1949 slogan, "It's Time for a Change". Surveys showed that even Liberal voters approved of the Labor slogan. Whitlam pledged an end to conscription and the release of individuals who had refused the draft; an income tax surcharge to pay for universal health insurance; free dental care for students; and renovation of ageing urban infrastructure. The party pledged to eliminate university tuition fees and establish a schools commission to evaluate educational needs. The party benefited from the support of the proprietor of News Limited, Rupert Murdoch, who preferred Whitlam over McMahon. Labor was so dominant in the campaign that some of Whitlam's advisers urged him to stop joking about McMahon; people were feeling sorry for him. The election saw the ALP increase its tally by 12 seats, mostly in suburban Sydney and Melbourne, for a majority of nine in the House of Representatives. The ALP gained little beyond the suburban belts, however, losing a seat in South Australia and two in Western Australia.