Campaign Slogans That Shaped History, and How to Write Yours

Introduction

Every successful campaign needs a clear message to capture attention and differentiate itself. Nothing communicates that faster than a strong campaign slogan. The right motto can inspire supporters, rally volunteers, and help voters remember your candidate or cause long after the yard signs come down.

In this guide, we’ll explore the history of campaign slogans, what makes them effective, and how you can craft one that feels authentic, strategic, and powerful.

✦ Marketing Insight: Think of a slogan as your campaign’s brand tagline. It’s not just a catchy phrase, it’s a positioning tool. A good slogan sticks in voters’ minds and signals what your campaign stands for in just a few words.

Table Of Contents

1. Great Political Campaign Slogans and Why They Work

2. What Makes a Great Campaign Slogan

3. How to Personalize Your Campaign Slogan

4. Examples of Campaign Slogans

   1. Presidential Campaign Slogans

   2. Gubernatorial Campaign Slogans

   3. Mayoral Campaign Slogans

   4. City Council Campaign Slogans

   5. School Board Slogans

   6. Catchy Campaign Slogans

   7. Clever Campaign Slogans

5. A Formula for Writing Your Own Campaign Slogan

6. Here are five proven formulas to try

Great Political Campaign Slogans
and Why They Work

Campaign slogans have shaped American politics for centuries. They distill complex platforms into just a few words that voters remember. Some of the best presidential slogans have become part of history itself:

“Tippecanoe and Tyler Too” (William Henry Harrison, 1840)

• Why it was chosen: Harrison leaned on his military credentials. “Tippecanoe” referenced his victory at the Battle of Tippecanoe (1811), while John Tyler was his running mate.

• Why it resonated: Catchy, easy to chant, and rooted in personal credibility. It even became a campaign song.

• Lesson: Rhythmic, singable slogans stick. Pair personal credibility with rhyme for instant memorability.

“Don’t Change Horses Midstream” (Abraham Lincoln, 1864)

• Why it was chosen: During the Civil War, Lincoln’s campaign argued it was dangerous to change leadership in the middle of crisis.

• Why it resonated: The metaphor was vivid and easy to grasp.

• Lesson: A strong analogy simplifies complexity and persuades quickly.

“Return to Normalcy” (Warren G. Harding, 1920)

• Why it was chosen: After WWI and the flu pandemic, Americans wanted stability.

• Why it resonated: It tapped into a universal longing for calm and routine.

• Lesson: Speak directly to the emotional state of voters. Sometimes reassurance is more powerful than grand vision.

“Happy Days Are Here Again” (Franklin D. Roosevelt, 1932)

• Why it was chosen: In the depths of the Depression, FDR offered hope and optimism through song.

• Why it resonated: The upbeat message contrasted sharply with reality, giving people a reason to believe.

• Lesson: Optimism sells—especially in dark times.

“I Like Ike” (Dwight D. Eisenhower, 1952)

• Why it was chosen: Eisenhower’s likability was his biggest strength.

• Why it resonated: Short, friendly, and personal—it built emotional trust without policy details.

• Lesson: Sometimes likability beats policy. ✦ Marketing Insight: Campaigns are brands, and voters often buy into the person before the platform.

“It’s the Economy, Stupid” (Bill Clinton, 1992)

• Why it was chosen: Clinton’s strategist James Carville coined it as an internal mantra, but it became the campaign’s core message.

• Why it resonated: Blunt, memorable, and laser-focused on what people cared about most.

• Lesson: Clarity wins.

  ✦ Marketing Insight: A slogan doesn’t need polish—it needs focus. Identify your voters’ #1 issue and anchor your message to it.

“Yes We Can” (Barack Obama, 2008)

• Why it was chosen: Embodied unity, hope, and empowerment.

• Why it resonated: It wasn’t about the candidate—it was about the people. It became a chant, a movement, and an anthem.

• Lesson: The best slogans invite participation.

  ✦ Marketing Insight: Slogans that double as chants are gold—they spread organically, both online and offline.

What Makes a Great Campaign Slogan

Not all slogans are created equal. A winning political slogan should capture:

1. Simplicity – short and repeatable.

2. Emotion – convey hope, fear, pride, or urgency.

3. Identity – tie the candidate to values bigger than themselves.

4. Authenticity – sound like it belongs uniquely to your campaign.

✦ Marketing Insight: Test your slogan out loud. If it feels awkward to chant, share, or hashtag, it probably won’t spread. Great slogans travel.

How to Personalize Your Campaign Slogan

Generic slogans fall flat. To make yours authentic:

• Tie it to your story: Connect the candidate’s journey, values, or experience.

• Speak to your audience: Address real hopes, challenges, or priorities in the community.

• Keep the tone consistent: Match your slogan to the voice of your campaign—bold, hopeful, fiery, or reassuring.

Examples of Campaign Slogans

Best Presidential Campaign Slogans

• “A Time for Greatness” (John F. Kennedy, 1952)

• “In Your Corner” (Bill Clinton, 1996)

• “Change We Can Believe In” (Barack Obama, 2008)

Gubernatorial Campaign Slogans

• “Fix the Damn Roads” (Gretchen Whitmer, 2018)

• “One Georgia” (Stacy Abrams, 2022)

• “A New Day for San Francisco” (London Breed, 2018)

• “Chicago Forward” (Rahm Emanuel, 2011)

Mayoral Campaign Slogans

• “Housing Is a Human Right” (Zohran Mamdani, New York City, 2025)

• “Gary Deserves Better Now” (Eddie Melton, Gary Indiana, 1996)

• “How Am I Doing?” (Ed Koch, New York City, 1989)

• “Portland needs the Courage to Change.” (Mingus Mapps, Portland OR, 2024)

City Council Campaign Slogans

• “People Over Profits” (Tanmay Shah, Cleveland OH, 2025)

• “Gary Deserves Better Now” (Eddie Melton, Gary Indiana, 1996)

• “The Experience We Need, The Progress We Want” (Steve Novick, Portland OR, 2024)

School Board Slogans

• “Neighbors Committed to Schools”

• “Excellence for Every Child”

• “Your Voice in Education”

Catchy Campaign Slogans

• “A Future to Believe In” (Bernie Sanders, 2016)

• “Keep Cool with Coolidge” (Calvin Coolidge, 1924)

• “I Like Ike” (Dwight Eisenhower, 1960)

Clever Campaign Slogans

• “Boot Edge Edge” (Pete Buttigieg, 2020)

• “Feel the Bern” (Bernie Sanders, 2016-2020)

• “A Mom Who Gets Things Done” (Gretchen Whitmer, 2018)

• “No Malarkey” (Joe Biden, 2020)
  
  

A Formula for Writing Your Own Campaign Slogan

When brainstorming, write down up to 5 words each:

• What makes your campaign stand out

• How you differ from your challenger

• Words that describe your candidate

• Words that describe your community

• Your vision for the future

✦ Marketing Insight: Start broad, then refine. The first draft of a slogan is rarely the final one, test it with a small group of supporters to see what resonates.

Here are five proven formulas to try:

1. The “Yes We Can” Formula → [Empowering Verb] + [Inclusive Community]

• “Together We Rise” | “Unite for Progress”

2. The “I Like Ike” Formula → [Positive Feeling] + [Candidate Name/Nickname]

• “Trust Jane” | “Count on Carter”

• Bonus points: Use rhyme, alliteration, or wordplay for stickiness.

3. The “Don’t Change Horses” Formula → [Relatable Metaphor] + [Urgency/Warning]

• “Stay the Course” | “Don’t Switch Gears Now”

4. The “Return to Normalcy” Formula → [Desired State] + [Promise]

• “Back to Balance” | “A Safer Tomorrow”

5. The “It’s the Economy” Formula → “It’s the [Issue that Matters], [Call to Action]”

• “It’s the Water, Protect It” | “It’s the People, Serve Them”

✦ Marketing Insight: Make sure to Google your slogan and see if it’s been used before, or has any connotations that don’t align with your campaign.

Final Thoughts

Crafting a campaign slogan isn’t just creative, it’s strategic. The best slogans are memorable, authentic, and inspire people to believe in change. Whether catchy, clever, or bold, your campaign motto can become the heartbeat of your movement.

At Left Campaigns, we believe authenticity, values, and courage still matter. A great slogan might be just the start, but paired with the right platform, it becomes a powerful organizing tool. After all, your slogan deserves more than a yard sign. It deserves a movement.