If the media response to the latest lockdown measures is anything to go by, everyone is “very confused” by ‘Stay alert’. Except, we’re not really, are we? Most of us with a smattering of common sense know what ‘stay alert’ means. In principle, at least. But when we’re in the communications business, in principle isn’t good enough. Leaving our words open to interpretation is the proverbial recipe for disaster.

Given that everyone’s been staring at ‘Stay home. Protect the NHS. Save lives.’ for the past six weeks, it’s not surprising that the government wanted to evolve the slogan into something similar. Yes, ‘Stay alert. Control the virus. Save Lives.’has a familiar ring to it but while the simple ‘stay home’ message only created problems for politicians with several residences (or partners), ‘stay alert’ is as ambiguous as it is comical. (Mum? What’s a lert?)

See it. Say it. Sorted.

In fairness, most slogans are created for their soundbite qualities rather than their meaningful interpretations. Would anyone reading or hearing the words ‘See it. Say it. Sorted.’ on their own have any idea what they meant? Equally, ‘Take back control’ and  ‘Get Brexit done’ were pretty meaningless without enormous campaigns behind them.

What they all have in common, however, is the powerful ‘rule of three’. Like ‘Beans means Heinz’, ‘Anytime, anyplace, anywhere’ and countless other campaign slogans before them, these catchy little phrases stay with us, whether we want them or not.

The ‘rule of three’ in writing (particularly, advertising copy) is based on the Latin ‘omne trium perfectum’ (everything that comes in threes is perfect/every set of three is complete) and the Greek ‘hendiatris’ (one through three) whereby things just sound better in threes. Three words. Three phrases. Three other things, to prove my point.

Friends, Romans, countrymen

The rule of three isn’t new. Think ‘Liberté, égalité, fraternité’, ‘Veni, vidi, vici’, ‘Friends, Romans, countrymen’. Writers have long used its rhythm and poetry to make their words memorable. Seen and heard enough, we can’t help but digest them imperceptibly, repeat them inaudibly, then act them out unconsciously.

What doesn’t work so well is when the poetry is given number one priority. When you have millions of people waiting for guidance on whether they can go to work, meet friends, visit family, ‘Stay alert. Control the virus. Save Lives.’ feels glib and ill-considered.

Yes, we can

I’m pretty certain that in a few days (probably by the time you read this article) the new slogan will feel as familiar as the old one. It’s certainly had lots of airplay so maybe, on reflection, being a bit obtuse wasn’t such a bad idea after all.

As for staying alert, controlling the virus, saving lives? Can we do it? Yes, we can. Now there’s a slogan.

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Image courtesy of  Evgeni Tcherkasski on Unsplash