Fights for Rights
IPPF’s goals revolve around protecting and maintaining reproductive rights. They work to change legislation and cultural norms to protect reproductive health and the fight to keep clinics in areas that need them most (IPPF, 2018). This tagline uses their continual fight for reproductive rights to describe what their priorities are. By using rhyming, it provides qualities that, as Morris (2009) describes, “make[s] a line evocative, likeable and sticky”.
Empowering a Better Future
When coming up with slogans, keywords from the At A Glance document where used for inspiration. The main goal of giving people more control over their bodies is so that they will go on to complete further education (IPPF, 2018). This particular tagline takes the basis of what IPPF does, health care, and elevates to services that shape a better future. This uses a technique that Felton (2013) suggests which climbs Maslow’s hierarchy and states the biggest possible benefit (p. 221).
Education. Care. Support.
This is a functional tagline that utilizes the rule of threes. Swartz (n.d.) states that a functional tagline should “focus on the fundamental aims and concerns that embrace a company’s mission, purpose, benefit, or competitive advantage”. This tagline utilizes IPPF’s mission: education, their purpose: care, and their benefit: support. Felton (2013) suggest the rule of threes as a possible solution because a common patterning is groups of threes (p. 224). By using this rule, it helps keep the slogan short and to the point while still stating what IPPF does.
Champion Rights, Health, and Them
In Wag the Tagline, Swartz (2006) states that using rhetorical devices helps give taglines a distinctive tone and personality (p. 39). This tagline uses epizeuxis to emphasize that IPPF’s main goal is to champion other’s rights to control what happens to their bodies. It also plays on the rule of threes to help create an association of their services.
Empower and Serve
This is another functional tag that stays simple and to the point. Swartz (n.d.) states that a functional tag should be “descriptive, logical, and unambiguous in their tone and treatment”. This tagline does this by using keywords from the At A Glance document and states IPPF’s top priorities and how they view their work.
Serving Communities, Empowering People
In Ahrens’ (2011) piece, What is a Tagline, they state that a tagline is “a single but powerful brand message designed to resonate strongly with an intended audience”. The audience that is mostly likely to support IPPF are those that are involved in their communities and want to make a difference to others. This slogan plays on these needs and showcases how IPPF goes about making change. This wording even features keywords found in IPPF’s At A Glance document (IPPF, 2018).
Hope for Health
IPPF provides care and health services that gives people in marginalized areas hope for better health and autonomy over their bodies. This uses Maslow’s ladder to play on people’s need for security and the chance to better their lives. Felton (2013) explains that by elevating the product, it showcases its’ largest benefit which makes it more appealing (p. 221).
Creating Opportunities for Choices.
This tagline is an aspirational tagline. Swartz (n.d.) states that these taglines should “focus on an audience’s deeply cherished needs and wishes, promising personal fulfillment or the successful attainment of a desired goal or outcome”. The tagline explains that IPPF’s services allow people to make their own choices about their body which then opens them up to make more choices that change their life. For instance, one of the services that IPPF provides is contraception. This allows a woman to control when and how many children she has which allows her to open up her time and resources to go to school which allows her to choose a career which allows her to support her family and fulfill her own wishes. This is an aspect of life that everyone can relate to and having control over their own lives is important to them.
Empowertunity
This tagline is a combination between empower and opportunity. IPPF tries to empower as many people as they can so that they can further their education and open up more opportunities for themselves. Using a portmanteau creates a unique term that sets them apart from competitors, but the root words are still recognizable, so it is not completely alien to audiences. As Felton (2013) explains, using a portmanteau allows for three words for the price of two (p. 229). It combines empower and opportunity to create a new identity and combines the associations people already have with those words to the new creation.
Care for a lifetime of possibilities.
IPPF provides the care it does so that people can live healthier and better lives. This uses the rhetorical device, hyperbole, to help add texture as Swarts (2006) suggests in Wag the Tagline (p. 39). This creates emphasis for IPPF’s long term priorities. It also plays on peoples’ own needs to fulfill their own life goals. Ahrens (2011) explains that playing on this need helps promote the brand message.
References
Ahrens, E. (2011, May 12). What is a Tagline [Editorial]. Retrieved from https://fso-lms4-immortal-assets.s3.amazonaws.com/104/20173/777b3424-3f9f-4534-85ed-f03b304c9bdc-058c850c-a4db-44c6-81b4-ef85600eb8a8/Wag_the_Tagline.pdf?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Date=20190322T050019Z&X-Amz-SignedHeaders=host&X-Amz-Expires=600&X-Amz-Credential=AKIAI4QJ7YJDQ7JYMBXQ/20190322/us-east-1/s3/aws4_request&X-Amz-Signature=5709add4e0768550c618a89233fe555f023adba176c33224347b49b596078b3a
Felton, G. (2013). Advertising: Concept and copy. New York: Norton & Company.
IPPF. (2018, July 25). At A Glance 2017. Retrieved from https://www.ippf.org/resource/glance-2017
Morris, J. (2009). The Lost Art of Writing The Sticky Tagline. Brandweek, 50(32), 54.
Swartz, E. (n.d.). Types of Taglines. Retrieved from https://www.taglineguru.com/tgpedia.html
Swartz, E. (2006, June). Wag the Tagline [Editorial]. Taglineguru.com. Retrieved from https://www.taglineguru.com/articles_folder/Wag_the_Tagline.pdf
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