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The challenge of slogan-writing should become clear when you listen to the genesis of the phrase: from showers to flowers…
In listening to a podcast last week (apologies — I failed to remember the name of the podcast) I heard a politician reflect on a political message that had gone awry.
The idea had been to promote the careful use of water, by re-using so called “grey water” — the relatively clean waste water from baths, sinks, washing machines, and other kitchen appliances.
Good idea but the slogan was a disaster. From toilets to taps. Ewww. Who wants to think of water in that way? Even though slogan-writing is a challenging art in which I have absolutely no training, I could have predicted the idea was completely wrong-headed. When I heard “from toilets to taps” here are the thoughts that flitted into my brain:
- gross
- disgusting
- surely we’re not desperate enough for that
Then the politician revealed how the slogan had been recast. It’s now: From showers to flowers. Isn’t that so much better? When I hear that phrase the thoughts that flit into my brain are:
- beautiful
- clean
- pretty
Isn’t that a better way to go? I just did a Google search on “from showers to flowers” and it appears the politician must have been from California, I think from San Diego.