Three Word Slogans (with Cleo Watson)

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Apr 10, 2025

Cleo Watson, an author and former advisor to UK Prime Ministers Theresa May and Boris Johnson, joins the conversation to explore the catchy power of three-word political slogans. She shares insights from her time in Number 10 during COVID, revealing how memorable phrases influenced public perception. The discussion also touches on the role of mask-wearing as a political statement, the emotional weight of impactful speeches, and how crises reshape political messaging. Cleo's experiences provide a unique lens on navigating authority and communication in challenging times.

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ANECDOTE

Boris's 'Puppy Gate' Anecdote

Boris Johnson was kept in his office during COVID isolation but kept crossing the door threshold.
Staff created a 'puppy gate' with chairs to keep him in while allowing ventilation, capturing his childlike personality.

INSIGHT

Power of Three-Word Slogans

Catchy three-word slogans like 'Hands Face Space' emerged from knowing what the public needed to hear.
These slogans achieved a 95% public understanding rate during the COVID messaging efforts.

INSIGHT

Protect the NHS Messaging Insight

'Protect the NHS' slogan appealed even to those reluctant to admit fear, focusing on collective responsibility.
It smartly linked individual actions to protecting vulnerable people and preventing system overload.

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