Hillary Clinton’s campaign considered 84 slogans grouped in eight categories, according to new documents published by WikiLeaks, before eventually settling on one intended to convey “strength.”
The slogans were sent by staffer Oren Shur to colleagues that included campaign manager Robby Mook, chairman John Podesta and top aide Huma Abedin. “BSG put the attached doc together for discussion,” Shur wrote, a reference to consulting firm Benenson Strategy Group.
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Slogans were grouped according to which theme the campaign wanted to emphasize, according to the document attached, and many of the slogans placed identical words in different arrangements. Some of the options in a section titled “It’s about you” included, “It’s your time,” “It’s about you,” “It’s about time” and “It’s about time … and it’s about you.”
Other sections included “Fairness/Families” (14 possible slogans), “Fighter” (9), “Basic bargain/Making America work” (13), “In it together,” (5), “Strength” (15), “Results/Count on” (4), and “Future/Forward” (17).
The campaign ultimately settled on the phrase “Stronger Together,” which fell under the section on strength. A second, “I’m with her,” was not included on the list.
The email was among more than 20,000 messages illegally obtained from Podesta’s personal Gmail account and published by WikiLeaks.
