Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1921-07-22
NOW MY IDEA IS THIS
Daily Talks With Thinking Pladelphians Subjects They
Knotu Best

where there is an appeal to the public to be
made is very great. My experience has been
that l have never seen a wel.conducted
campaign run successfully without a slogan
which may be taken by the public as the
keynote of the drive.
The very best slogan which ever heard
was the one used in the first Liberty Loan
campaign: Ring 1t Again That struck
very deeply into the sentiments of Philadel-
phians, and the fact that it appealed to
their pride and their patriotism was shown
by the heavy over subscription of the loan
in this locality.
In the fourth loan again there was an
other good one: Lend as They Fight Our
troops were in the thick of the conflict at
that time and the slogan told the whole
story. just as any good one must. The sit
uation at that time was at white heat and
every Philadelphian who was not himself
actually on the battle line or otherwise en-
gagged at the front felt the appeal of those
over subscribed in this district, and while I
feel that the inherent patriotism of Philadel-
phia and its adjacent district would have
done this under any circumstances, still |
also think that the appeal of the slogan had
lts erect in the heavy over subscription.
Another fine one was the slogan of the
victory Loan: Let's Finish the Job Like
the others which / have cited, il told the
whole story and then little more. 1t was
a national slogan at the time, in the fact
that it expressed exactly the feeling of the
American people, and thus it would have
been impossible to get better text for that
campaign.
Must Tell the Objective
'As will be readily seen from these great
slogans which l have cited n successful
slogan must be- one which not only brings
the proposed drive to the attention Of people.
put In n manner arouses their sympathy
with 1t as well. 1t must state with exacti-
a. Gnnf fiN,NAR Lt.l. ~
toward the object to be attained, and In one
way tins makes our task a little easier. be-
cause the people of Philadelphia have shown
us very clearly that they are in full sympa-
thy with the purposes of the Welfare Fed
Grafton.
I'm the slogans thus far received all
classes of people are represented from the
highest to the lowest. Financicrs. lawyers,
physicians and all other branches of the
learned professions sent us their ideas of
what good slogan should be, and working
men OF al grades. from what were appar-
ehtlE unsRlll'd inborerS to the highest rep
rcsentativcS OF skilled workmanship, con-
tributed, as we'll as women of ali social
degrees.
1.-The result of this has been that, aside
from the very large number of slogans from
which we shall make our final choice, we
nave the advantage of having every line of
thought from which to choose. because nil
grades of intellect are represented in thr
answers received "
'of course. there were a few facetious
ones, ms there must be in every contest of
this Kind. but by far thc greatest lumber
cane from persons, Of high degree OF in
tclllgenc" and thoroughly sane point of
view IN matters affecting the public welfare.
as this matter docs affect t-vitally.
Persistence the Answer.
But entirely aside from the intrinsic
merit to al,
OF keeping it constantly before the public.
Wh'le really good slogan sells itself TO
the public, in a large degree still tberc is
much work TO be done in seeing that every
person in our field sees or hears the slogan
repeatedly. '0s""
''My ideal Of the use of slogan in this
respect would be for every man TO find II in
MS newspaper aS soon us he comes dawn in
the morning. Then as he comes down town
or into town, ~ the case may be. hr should
see IT. III the street ears in the one case or
on all the blIboards he passes if he uscs tho
trains Next, hc should see Il at ali the
terminal stations on the billboards there and
then on banners across the main streets and
on posters in the store windows.
Next, when ne reaches his Office he
should hnd 1t inclosed with all bills and
checks ne receives. and when he goes 10
lunch II should be on the menu cards of nIl
the hotels and restaurants Then in thn
course OF the afternoon he should be can.
NaSSed several 'imrS by the people interested
in the object Of the campaign. The oftsr'
noon papers also should carry it, and vLo,
he goes to the theatre at night he should 500
1t on the screen or hear II spoken by iho
one minute speakers This win furnish thn
ammpnitlon with which the actual workers
In the meantime, the committee is having
a hard time to select the very best slogan NJ
oil those submitted but feel sure the ona
chosen In the end will be the right one. -