JULIA Gillard is to launch a new Women For Gillard campaign based on the United States' successful fundraising movement Women for Obama.

An independent campaign arm, partly funded by the Labor Party, the Women For Gillard campaign will seek online "micro-donations" from supporters' credit cards to run digital, print and television ads.

The Prime Minister - who is resisting internal Labor calls to stand aside for a resurgent Kevin Rudd - will on Tuesday officially launch the outfit, which will highlight her famous "misogyny" speech accusing Tony Abbott of being anti-women, as well as raising the Opposition Leader's views on abortion.

Too late to play the gender card game

The tactic comes as the ALP braces for internal polling in Victoria that is expected to confirm double digit swings in the outer suburbs.

Headed up by a former Gillard government staffer, Clarabella Burley, the organisation has already won the support of celebrity actors and authors who will join the fight in the lead-up to the September 14 election.

"The misogyny speech had a huge impact," Ms Burley said.

"I don't know any young woman who is not disturbed by Tony Abbott's record on women, describing abortion as the easy way out."

Feminist historian Anne Summers said Ms Gillard was the subject of endless sexist attacks on social media.

"There is an incredible amount of lewd, pornographic images circulating of Julia Gillard designed to undermine her authority in the job," Ms Summers said. "There's pictures of her head grafted on to a naked woman saying, 'I still won't vote Labor'."

Some MPs have suggested the Prime Minister's reluctance to stand aside was based on her belief that as Australia's first female PM she should not surrender without a fight.

"She will never, ever resign. Whatever Bill Shorten does or doesn't do, it would be of no effect," a senior Labor MP said.

Mr Shorten's role is regarded as pivotal to the leadership question because the Victorian powerbroker's position is regarded as the key to change.

One Labor MP said she was aghast at Ms Gillard's bloody-minded refusal to stand down, asking why she would seek to "incinerate herself" just to deny Mr Rudd a final chance to save Labor.

In Brisbane, Mr Rudd was sticking to the script that his national tour of marginal seats to campaign for Labor's re-election did not foreshadow another attempt to get his old job back but he warned colleagues against taking a defeatist approach.

"I believe this election is still winnable," Mr Rudd told The Sunday Telegraph.

While some Rudd backers remain despondent about his chances of a final tilt, others are backing him.

Former Labor leader Mark Latham said there was little hope for Labor until Mr Rudd, who he described as a "once in a century egomaniac", bowed out of politics. "I'd kidnap Kevin Rudd, put him on a boat and send him to Albania," Mr Latham said.

"And put a sign on the box 'do not return until the 15th of September'."