Change. Forward. Together. For you.

They are the buzzwords of political campaigns worldwide, used time and again in various combinations, to sum up a campaign theme in few enough letters to fit on a podium sign.

On Tuesday, the NDP became the fifth and final major party to unveil its campaign catchphrase, hoping 91裸聊视频淚n it for You91裸聊视频� will catch voters91裸聊视频� attention.

Dennis Matthews, a vice-president at Enterprise Canada who worked in the message mines as an advertising and marketing adviser to prime minister Stephen Harper, said 91裸聊视频渁 ton of effort91裸聊视频� goes into finding a phrase that can sum up an entire campaign in one short and snappy sentence.

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91裸聊视频淎 campaign will do all kinds of research, look at all of their potential voters and what they91裸聊视频檙e looking for,91裸聊视频� he said. 91裸聊视频淚n a campaign you want to imagine the voter going into the voter booth and asking themselves a question. A good slogan sets up that question so they can only pick you as the only option.91裸聊视频�

The NDP91裸聊视频檚 new slogan points, without being negative, to the idea that the NDP are there to help the little guy while the Liberals and Tories are in it for themselves and their wealthy friends.

It91裸聊视频檚 similar both to the slogan the federal Liberals used in 2008, 91裸聊视频淎lways Here for You,91裸聊视频� and to the Conservatives91裸聊视频� current 91裸聊视频淚t91裸聊视频檚 Time for You to Get Ahead.91裸聊视频�

Such echoes are not uncommon, said Matthews, because 91裸聊视频渃ampaigns are referendums on the future.91裸聊视频�

91裸聊视频淰oters are looking forward so most campaign slogans at least hint at a forward-looking or action-oriented thesis and there are only so many words that fit that.91裸聊视频�

91裸聊视频淔orward together91裸聊视频� was one of Winston Churchill91裸聊视频檚 most common speech slogans throughout his political career. It has been used by two of his successors as British prime minister 91裸聊视频� Margaret Thatcher in 1980 and Theresa May in 2017 91裸聊视频� and at least two American presidential candidates. Richard Nixon used it in his inauguration speech in 1969 and Hillary Clinton turned to it for her presidential run in 2016.

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In 2019, the Green Party of Canada is building on it for its slogan: 91裸聊视频淣ot Left. Not Right. Forward Together.91裸聊视频�

The Liberals have dropped the 91裸聊视频渢ogether91裸聊视频� part and are just going with 91裸聊视频淐hoose Forward91裸聊视频� in 2019. It91裸聊视频檚 remarkably similar to the 2004 Liberal theme phrase of 91裸聊视频淢oving Forward.91裸聊视频�

The Bloc Quebecois is using 91裸聊视频淟e Quebec, c91裸聊视频檈st nous91裸聊视频� 91裸聊视频� roughly, 91裸聊视频淲e are Quebec.91裸聊视频�

In 1980, Ronald Reagan91裸聊视频檚 slogan in his first successful presidential campaign was 91裸聊视频淟et91裸聊视频檚 Make America Great Again.91裸聊视频� Twenty-six years later, Donald Trump tweaked it into one of the best-known political slogans in history. 91裸聊视频淢ake America Great Again91裸聊视频� hats and T-shirts are still common (Trump now has to decide whether he can still use it after four years in office).

In 2015, in an election campaign almost entirely about voter fatigue with a decade-old Conservative government, both the Liberals and NDP went with 91裸聊视频漜hange91裸聊视频�: 91裸聊视频淩eal Change91裸聊视频� for the Liberals and 91裸聊视频淩eady for Change91裸聊视频� for the NDP.

Scott Reid, who was a communications adviser to prime minister Paul Martin and is now a principal at the strategy firm Feschuk.Reid, said most slogans are developed as part of an intensive and lengthy research process to suss out a potential path to electoral victory. Polls and focus groups and voter outreach guide 91裸聊视频渁 whole slew of decisions91裸聊视频� including advertising spots and which public issues a campaign will prioritize.

91裸聊视频淭he slogan itself emerges from that,91裸聊视频� he said.

As for the actual words? 91裸聊视频淚 don91裸聊视频檛 believe they matter very much,91裸聊视频� said Reid.

Few, if any, campaigns are lost on bad slogans and most slogans end up on the floor as soon as the last vote is counted. Some of the best aren91裸聊视频檛 even official slogans at all.

In 2011 91裸聊视频漚 strong, stable, national Conservative majority government91裸聊视频� wasn91裸聊视频檛 the official Conservative campaign slogan but became the recognizable theme for a campaign appealing to voters tired of fragile minority governments.

Barack Obama91裸聊视频檚 2008 presidential campaign added 91裸聊视频淵es we can91裸聊视频� to the political-slogan hall of fame, but his official slogan was actually 91裸聊视频滳hange We Can Believe In.91裸聊视频� 91裸聊视频淵es We Can91裸聊视频� was a holdover from Obama91裸聊视频檚 previous Senate campaign, a catchphrase he used in speeches, that took off as a rallying cry for his supporters.

As proof that slogans aren91裸聊视频檛 everything, one need only know that the Green Party of Canada also used 91裸聊视频淵es We Can91裸聊视频� for its 2006 election effort. That netted the party zero seats and less than five per cent of the vote.

Trudeau91裸聊视频檚 2015 campaign is remembered for promising 91裸聊视频渟unny ways91裸聊视频� even though Trudeau didn91裸聊视频檛 talk about sunny ways 91裸聊视频� borrowed from Wilfrid Laurier 91裸聊视频� until his victory speech on voting day.

Matthews said as in any advertising, the best slogans can91裸聊视频檛 always be predicted.

91裸聊视频淪ome of this stuff, you91裸聊视频檝e got to put it out there and see if it catches on,91裸聊视频� he said. 91裸聊视频淚n the marketing world you can be a little lucky and land on something that really catches on. Sometimes it doesn91裸聊视频檛.91裸聊视频�

Mia Rabson, The Canadian Press

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