Reform UK election slogan is excellent

Reform UK’s latest slogan is excellent: “Britain is broken, Reform will fix it”.

The first part of the slogan espouses a sentiment that is shared by the majority of the UK electorate: nothing seems to work properly anymore. 

It’s a sentiment that’s even held by the government. It’s the basis for Starmer’s claim that Labour needs 10 years to deliver national renewal.

The second part of the slogan poses a solution, which includes their brand as a piece of wordplay: “Reform will fix it”. 

Naming the party Reform UK is genius as it enables this kind of wordplay.

Another example of this style of messaging in action can be found in the party election broadcast they ran at the 2024 UK general election saying “Britain is Broken. Britain needs Reform”. 

They would never admit it, but I bet they pinched the idea of naming the party in such a way from Change UK. Whilst Change UK were very much the less successful of the two 2019 start-up parties, one thing they did very well was election messaging that incorporated their brand name and a political call to action eg “Politics is broken, Britain needs Change”.

“Fix” is an excellent contextual synonym for the classic challenger positioning of “change”. “Fix” implies pragmatism and as it’s a verb it feels action-oriented. 

At seven words, it’s a touch too long, but it is often truncated to “Reform will fix it”, which works very nicely.

The slogan is being deployed for the 2025 local elections, but it would be sensible for them to continue to deploy it for years to come. Outside of general elections, slogans don’t get much notice, so if you land on a good one like this early in a cycle, it’s worth sticking with to give it a chance to cut through with voters.