A campaign theme is the message used by a political campaign to communicate why a candidate is running for office. It is also shaped by an overall campaign identity. The goal of this campaign theme is to influence voters and gain the support needed to win an election.
At its essence, a campaign theme is simply a message that states why voters should elect a candidate. This message should be carefully crafted. It should be detailed enough to not only tell a story, but to also provide campaign 'sound bites' that can be used throughout the race.
Here are a few examples:
"Facing financial woes and a decaying infrastructure, we need leaders who will restore fiscal accountability and rebuild our state. Joe Jones is that leader."
"Jane Jones is a former teacher and administrator, not a connected politician. Her background in education means she can restore accountability to our local schools."
"Trustee Smith has missed over half of the Town Board meetings over the last two years. How can she be effective if she doesn't even do her job? Jane Jones will work hard for the voters."
Your basic message should contain your campaign's major talking points. It is to be repeated across all of your campaign promotional activities.
Campaign Slogans
When it comes down to it, most messages are simply too long for the average voter. They need something even shorter. They need a short, simple slogan that succinctly describes the essence of your campaign.
- Making a Difference
- Smart Growth for Today and Tomorrow
- Leadership That Works
Your slogan should directly relate to your primary message. For example, if your candidate is running an anti-development campaign, a appropriate slogan might be 'Smart Growth for Today and Tomorrow'. A slogan should be easy to remember, fit on a campaign sign, and be related to the candidate's primary issue.
Campaign Color Themes
What colors are you going to use to promote your campaign? There is always the typical red, white and blue, but if environmental issues are important in your race, perhaps white and green would be a better choice. It's best to keep your color scheme to just two (hopefully complementary) colors - one light and one dark.
Pulling it all together
At this point, your campaign theme contains a message, a slogan, and a general color scheme. From here on in, it's a matter of consistently using these elements in campaign literature, radio and TV ads, and signage and campaign website. Broadcast that theme so every voter knows what you stand for, and why you deserve their vote on Election Day!
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