How to write a killer political slogan

If you want a great line, get a single person to write it. Then get a single person to approve it. Then spend two years and a lot of money saying it over and over again.

I’m sure the Guardian thinks their random political slogan generator is a harmless bit of fun inspired by Kevin Rudd’s fairly insipid campaign slogan. Let me disabuse them. I suspect many of the parties are probably flicking gently through it and writing down a few choice selections.

I once sat in a room of about 20 people, where we were invited to write a memorable line to adorn the platform at conference. Entirely predictably, this process was an unmitigated disaster. After an hour of coming up with any number of lines that randomly sorted words like New, Better, Fair, Green, Future, Britain, Fresh, Together and Change into a new order, we all agreed that perhaps it would be better if we got one person to write one memorable line with a single pertinent thought. We then, ahem, "discussed" for another hour who should write it.

Take a look at the last General Election. Without scrolling down, can you recall any party’s election slogan? In case you can’t, here’s a selection from the five biggest national parties at General Election 2010. Even when prompted can you recall whose is whose? And aren’t they all pretty interchangeable?

Vote for Change

Empowering the People

Fair is worth Fighting For

Change that Works for You

A Future Fair for All

The last one doesn’t even make sense (unless the party in question truly was proposing to give everyone who voted a futuristic helter-skelter and dodgems).

There’s nothing new in this. Name a past General Election Slogan. Most people can name just one – "Labour Isn’t Working", which is a great line but isn’t a campaign slogan. It’s a headline from a poster. 

The problem is, we’ve all become fixated with "the one great line". And it’s all Barack Obama’s fault, with "Change we can believe in". In reality, not even this line stood alone. Other lines dominated the campaign, like "Yes, we can" and the Fairey Posters "Hope" and "Change". But since 2008, it’s become a "mandatory" - and an obsession - to write a great campaign line. And it takes up an inordinate amount of headspace.

So can I make a suggestion to all the parties. If you want a great line, get a single person to write it. Then get a single person to approve it. Then spend two years and a lot of money saying it over and over again. And get someone to say it with affection, with emotion and with conviction. It’s the only way.

It's why, 21 years on, I still believe in a place called Hope.

The likes of Barack Obama's 2008 "Yes we can" have a lot to answer for. Photo: Getty

Richard Morris blogs at A View From Ham Common, which was named Best New Blog at the 2011 Lib Dem Conference

Photo: Getty Images
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The future of policing is still at risk even after George Osborne's U-Turn

The police have avoided the worst, but crime is changing and they cannot stand still. 

We will have to wait for the unofficial briefings and the ministerial memoirs to understand what role the tragic events in Paris had on the Chancellor’s decision to sustain the police budget in cash terms and increase it overall by the end of the parliament.  Higher projected tax revenues gave the Chancellor a surprising degree of fiscal flexibility, but the atrocities in Paris certainly pushed questions of policing and security to the top of the political agenda. For a police service expecting anything from a 20 to a 30 per cent cut in funding, fears reinforced by the apparent hard line the Chancellor took over the weekend, this reprieve is an almighty relief.  

So, what was announced?  The overall police budget will be protected in real terms (£900 million more in cash terms) up to 2019/20 with the following important caveats.  First, central government grant to forces will be reduced in cash terms by 2019/20, but forces will be able to bid into a new transformation fund designed to finance moves such as greater collaboration between forces.  In other words there is a cash frozen budget (given important assumptions about council tax) eaten away by inflation and therefore requiring further efficiencies and service redesign.

Second, the flat cash budget for forces assumes increases in the police element of the council tax. Here, there is an interesting new flexibility for Police and Crime Commissioners.  One interpretation is that instead of precept increases being capped at 2%, they will be capped at £12 million, although we need further detail to be certain.  This may mean that forces which currently raise relatively small cash amounts from their precept will be able to raise considerably more if Police and Crime Commissioners have the courage to put up taxes.  

With those caveats, however, this is clearly a much better deal for policing than most commentators (myself included) predicted.  There will be less pressure to reduce officer numbers. Neighbourhood policing, previously under real threat, is likely to remain an important component of the policing model in England and Wales.  This is good news.

However, the police service should not use this financial reprieve as an excuse to duck important reforms.  The reforms that the police have already planned should continue, with any savings reinvested in an improved and more effective service.

It would be a retrograde step for candidates in the 2016 PCC elections to start pledging (as I am certain many will) to ‘protect officer numbers’.  We still need to rebalance the police workforce.   We need more staff with the kind of digital skills required to tackle cybercrime.  We need more crime analysts to help deploy police resources more effectively.  Blanket commitments to maintain officer numbers will get in the way of important reforms.

The argument for inter-force collaboration and, indeed, force mergers does not go away. The new top sliced transformation fund is designed in part to facilitate collaboration, but the fact remains that a 43 force structure no longer makes sense in operational or financial terms.

The police still have to adapt to a changing world. Falling levels of traditional crime and the explosion in online crime, particularly fraud and hacking, means we need an entirely different kind of police service.  Many of the pressures the police experience from non-crime demand will not go away. Big cuts to local government funding and the wider criminal justice system mean we need to reorganise the public service frontline to deal with problems such as high reoffending rates, child safeguarding and rising levels of mental illness.

Before yesterday I thought policing faced an existential moment and I stand by that. While the service has now secured significant financial breathing space, it still needs to adapt to an increasingly complex world. 

Rick Muir is director of the Police Foundation