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

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Donald Trump vs Barack Obama: How the inauguration speeches compared

We compared the two presidents on trade, foreign affairs and climate change – so you (really, really) don't have to.

After watching Donald Trump's inaugural address, what better way to get rid of the last few dregs of hope than by comparing what he said with Barack Obama's address from 2009? 

Both thanked the previous President, with Trump calling the Obamas "magnificent", and pledged to reform Washington, but the comparison ended there. 

Here is what each of them said: 

On American jobs

Obama:

The state of our economy calls for action, bold and swift.  And we will act, not only to create new jobs, but to lay a new foundation for growth.  We will build the roads and bridges, the electric grids and digital lines that feed our commerce and bind us together.  We'll restore science to its rightful place, and wield technology's wonders to raise health care's quality and lower its cost.  We will harness the sun and the winds and the soil to fuel our cars and run our factories.  And we will transform our schools and colleges and universities to meet the demands of a new age.

Trump:

For many decades we've enriched foreign industry at the expense of American industry, subsidized the armies of other countries while allowing for the very sad depletion of our military.

One by one, the factories shuttered and left our shores with not even a thought about the millions and millions of American workers that were left behind.

Obama had a plan for growth. Trump just blames the rest of the world...

On global warming

Obama:

With old friends and former foes, we'll work tirelessly to lessen the nuclear threat, and roll back the specter of a warming planet.

Trump:

On the Middle East:

Obama:

To the Muslim world, we seek a new way forward, based on mutual interest and mutual respect. To those leaders around the globe who seek to sow conflict, or blame their society's ills on the West, know that your people will judge you on what you can build, not what you destroy. 

Trump:

We will re-enforce old alliances and form new ones and unite the civilized world against radical Islamic terrorism, which we will eradicate completely from the face of the earth.

On “greatness”

Obama:

In reaffirming the greatness of our nation we understand that greatness is never a given. It must be earned.

Trump:

America will start winning again, winning like never before.

 

On trade

Obama:

This is the journey we continue today.  We remain the most prosperous, powerful nation on Earth.  Our workers are no less productive than when this crisis began.  Our minds are no less inventive, our goods and services no less needed than they were last week, or last month, or last year.  Our capacity remains undiminished.  

Trump:

We must protect our borders from the ravages of other countries making our product, stealing our companies and destroying our jobs.

Protection will lead to great prosperity and strength. I will fight for you with every breath in my body, and I will never ever let you down.

Stephanie Boland is digital assistant at the New Statesman. She tweets at @stephanieboland