Slogan Doctor: Friends of the Earth

'Making life better for people by inspiring solutions to environmental problems'

by John Morrish

A slogan needs to be memorable, vigorous and brief. Friends of the Earth's tagline is none of these. It was devised in 2000 by Simon Bernstein, the body's head of communications and fundraising, while FoE was developing its communications strategy with agency WWAV Rapp Collins. It seeks to get away from doom and gloom to accentuate the positive. The slogan talks euphemistically about 'inspiring' change, but limps along on a string of prepositions (for, by, to ...). 'Making life better' is a bold claim, but vague. 'For people' is unnecessary; cutting those two words would make the statement stronger. Then comes 'inspiring solutions', which introduces a momentary but damaging syntactical uncertainty: is 'inspiring' here an adjective or a verb? And 'solutions' is straight out of the David Brent book of office jargon. That leaves just 'environmental problems' - which somehow underplays the massive challenges facing the world. This slogan is one for the recycling bin.

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