JULIA GILLARD has appealed to NSW and Queensland voters not to punish her government for the sins of state Labor as the election campaign enters its final week with both sides accusing the other of cowardice during a fight over debates.

The Prime Minister will formally launch Labor's campaign in Brisbane today. Her key message will be that voters face a stark choice and Tony Abbott is an economic risk.

Under pressure ... Julia Gillard. Credit:Andrew Meares

Sources said the launch will be deliberately businesslike with no staged grand entrance by Ms Gillard, no thumping music, nor any other ''razzamatazz''. There will be policy announcements, but they will be modest.

''We are fighting from behind. The last thing we want to look like we're doing is celebrating,'' said a source.