THE “get Brexit done” government prides itself on the supposed strength of its slogans.
But at a time when messaging is a life or death matter, Downing Street has failed utterly.
As he prepares to outline his plans to ease lockdown restrictions, Boris Johnson is dropping the "stay at home" slogan.
In its place is a farcically ambiguous – and frankly meaningless – message: "Stay alert, control the virus and save lives.”
Predictably, devolved administrations were not consulted on the change.
Scottish First Minister Nicola Sturgeon has already said that Scotland will not be adopting the message, while Welsh First Minister Mark Drakeford said the “stay at home” advice still applies.
READ MORE: Nicola Sturgeon: Scotland won't adopt Boris Johnson's new Covid-19 slogan
Reactions to Downing Street’s new slogan were not particularly complimentary.
SNP Westminster leader Ian Blackford tweeted: “What kind of buffoon thinks of this kind of nonsense. It is an invisible threat. Staying alert is not the answer #StayHomeSaveLives is.”
Party colleague Amy Callaghan was similarly impressed.
Stay Alert?! Alert to what?
— Amy Callaghan MP (@AmyCallaghanSNP) May 9, 2020
This messaging couldn’t be less clear and certainly won’t save lives. pic.twitter.com/KBPIerSLxL
Football broadcaster and Sunday National columnist Michael Stewart added: “That is just about the worst messaging I think anyone has ever come up with. Are the UK Gov deliberately trying to confuse people?”
Broadcaster Paul Lewis highlighted the ambiguity of the slogan.
I am so alert that I will see those nanomicroscopic strands of RNA before they get me. When I do I have a baseball bat to control them. That way I will save lives! https://t.co/wEuYYQhZjV
— Paul Lewis (@paullewismoney) May 10, 2020
Journalist Faisal Islam pointed out that even the colour coding was potentially risky.
From Red to Green....
— Faisal Islam (@faisalislam) May 9, 2020
The yellow and red was very specifically chosen to connote warning, hazard, emergency around the “stay home” message... Red & Green have v different meaning in safety regs... pic.twitter.com/trqdl7A3oc
And it wasn’t long before people got creative with the image…
STAY ALERT!! pic.twitter.com/zFw8eQ5kOg
— Russ (@RussInCheshire) May 9, 2020
"And we go live to Nicola Sturgeon for her reaction to the UK government's new COVID messaging". #StayAlert pic.twitter.com/FnvQaNTUrD
— Lindsay Bruce (@RogueCoder250) May 9, 2020
Asked if there is a danger the message is too woolly, Communities Secretary Robert Jenrick told Sky's Sophy Ridge On Sunday: "Well I hope not.”
He added: "We need to have a broader message because we want to slowly and cautiously restart the economy and the country."
As ever with this Tory government, confusion reigns
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