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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Calais Jungle: What will happen to child refugees when they leave?

Hundreds of unaccompanied child asylum seekers are being taken to Britain where they face an uncertain future.

Hundreds of unaccompanied child asylum seekers are being taken to Britain, moved from a camp in Calais, northern France, as its closure begins. There were 387 unaccompanied minors in the French refugee camp known as “the Jungle” with links to the UK and they are arriving in England in groups of 70.

Upon arrival, the children are taken to a secure unit for 72 hours, before being reunited with families already living in the UK. They are from a group of more than 1,000 children who have been living in the camp in recent weeks. And now, some of those without links to Britain, but who are regarded as particularly vulnerable, are now also being taken across the English Channel.

The youngsters were granted asylum under the Dublin Regulation. The children’s move to Britain has stalled twice already, over delays in accommodation and establishing proof of age. Migrant children have been subjected to intense media scrutiny upon arrival in recent weeks. Calls for dental checks to verify the true ages of youngsters who looked older were called for, but the UK government branded such a practice as “unethical”.

For a long time, the minors living in the camp faced an uncertain future, but the move to take some children to the UK signals a change of tack by the British and French governments. Britain has been criticised for its lack of humanity, but it now seems that the pleas of these children at least have been heard.

Impact of war

While the youngsters may have escaped serious physical injury, the conflicts in the Middle East will have taken a psychological toll on them. Living in the midst of war, many have witnessed unspeakable horror, losing family members in brutal circumstances. Consequently these youngsters are now incredibly vulnerable to mental illness, with research indicating that more than 80 per cent are likely to develop issues such as post-traumatic stress disorder (PTSD).

It is important to remember a child’s trauma extends far beyond the experiences that resulted in them fleeing their homes. The children going to the UK now endured prolonged exposure to stress-inducing conditions in the Calais camp, and will now need to adjust to their new cultural surroundings.

War directly affects millions of children everyday. Exposure to conflict and acts of terrorism can lead to the development of acute or chronic stress reactions. Research also indicates that the psychological impact of war on children is likely to have long-term effects – they don’t simply “grow out” of their stress-related symptoms. Continued exposure to traumatic events, as these children have experienced, carries a cumulative impact too, that can worsen the severity of post-traumatic symptoms.

Funding challenge

The children going to Britain will need the right sort of trauma-based therapeutic support so they can successfully move forward before chronic conditions take hold. However, mental health services in the UK are desperately underfunded. More than 850,000 children and young people have a diagnosable mental health disorder, and half of all lifetime cases of mental illness begin by the age of 14. But just seven per cent of the total mental health budget is allocated to child and adolescent mental health services, with one in five young people refused treatment because they do not meet the criteria for care.

A recent poll of specialist nurses found 70 per cent thought child and adolescent mental health services in England were inadequate due to historic under-investment. The government is under growing pressure to invest more, and it is hoped that the arrival of these children will see additional money allocated to the services. When, or even if, this will happen, remains unclear.

Post-traumatic growth

While many of these children are likely to suffer form long-lasting psychological symptoms, there is a possibility that some may emerge stronger than they are now, benefiting in some way from the experience resulting in positive post-traumatic growth, or PTG. PTG is possible in children who have been affected by war trauma, particularly if they are young, as they are more open to learning and change. Interestingly, research has revealed that even the negative aspects of PTSD do not “block” growth when children are placed in a supportive environment – found to be the most conducive thing for PTG.

Receiving the proper social support will play an important role in helping these children deal with the psychological effects of war trauma. The complex situation that the young and unaccompanied migrants have faced calls for help that addresses both the trauma and grief, and will secure continuity in their new lives in the UK.

Losing loved ones is just one of many extremely traumatic experiences these children may have faced, and it could prove quite difficult to disentangle the effect of the loss from other stresses and changes. Time does not simply heal the long lasting scars of prolonged stress that they have experienced. However, it is vital that society does not write these children off as ill or broken. With the right support they can lead full lives and make strong contributions in their new homes.

Leanne K Simpson, PhD Candidate, School of Psychology | Institute for the Psychology of Elite Performance, Bangor University

This article was originally published on The Conversation. Read the original article.