My daughter has been making 19th century clothing all school year. It’s not part of any school work, just pursuing her own interest. She makes her own patterns, deconstructed from photos and artwork found online. Through every Zoom meeting this past semester, you would have found her with needle and thread, working on her projects by hand. I’ve been photographing some of her progress as well as the finished pieces and we made a short slideshow/video for the high school’s Virtual Fine Arts Night. Have a look!
Last October I had the pleasure of photographing high school seniors, Dylan and Destiny, on this beautiful blueberry field in Appleton with 360º views of autumn color. On that perfect day we had no idea what a difficult road was ahead for us, especially those who were graduating.
Congratulations, Seniors 2020! We are so proud of you. Now go make the world a better place. We need you!
Question 1 on the Maine ballot is a complex one that affects people’s lives in a profound way. It’s also polarizing, with each side providing compelling emotional stories to support their beliefs.
Believe me when I tell you that the success of No on 1, securing 73% of the votes, was based largely on their slogan. Protect Maine Children addresses their beliefs in a clear, emotional, and unifying way. No one can argue that we all want to protect our children.
What the Yes on 1 campaign failed to convey was that Mainers have already been protecting children for 200 years, voluntarily, and with civil liberties intact. Maine kids are healthy, hardy, outdoorsy… and had Yes on 1 won, also free.
And since we can learn a lot more from our failures than from successes, here are ways the Yes on 1 campaign failed and the marketing lessons we can learn from that. Consider these points when coming up with slogans for your companies and organizations.
- Clarity. Yes on 1 had two slogans. Reject Big Pharma and Restore Medical Freedom muddied the waters with one too many messages. One strong message is better than several diluted ones.
- Emotion. The words “Big Pharma” and “Medical Freedom” are cold and distant concepts. Protect Maine Children exuded a warmth that comes from the heart, never mind that the way they propose to do so is by mandating medical procedures on a rigid schedule. Get to the heart of your mission and bring it home.
- Unity. The words “Big Pharma” and “Medical” are polarizing and divisive. Some people consider the medical world to be their savior, while others have been hurt by their procedures. Yes on 1 needed a slogan that would unify Mainers. A statement that says, “People like us do things this way.”
So what would the process of brainstorming a slogan be like? Let’s begin by filling in the blank, “Mainers ___.”
Mainers protect their children. Great one, already taken.
Mainers defend freedom. Good one, and on the 200th anniversary of the birth of this state, a great one to uphold. How can we make it warmer and bring it home?
Mainers defend the freedom of Maine families.
Shorter and punchier version. Defend Maine families.
Now think about your company’s or organization’s slogan. Can it be better?
Geronima Tomelden Pecson was a suffragette and first woman senator of the Philippines, elected in 1947. As senator, she championed laws toward building and improving education in the Philippines. In 1950, she became the first Filipino and first woman elected to the executive board of UNESCO.
Lola Imay, as we affectionately called her, was my maternal grand aunt. Being somewhere on her family tree makes me feel a little prouder to be a woman, a feminist, and a Filipina.
(Photo by Bert Brandt, Acme Staff correspondent, 4 November 1947)