'The UK's new start: let's get going.' But where?
government excels at punchy slogans: “Get Brexit Done”, “Stay Home” and “Build Build Build”. Its latest offering is uncharacteristically ambiguous. “’s new start: let’s get going,” runs the slogan in a big poster campaign unveiled on July 13th, with the strapline: “Check, change, go.”
But where? The answer, revealed via the advertised web address is: out of the European Union’s single market and customs union on December 31st. For holidaymakers, the changes will mean buying travel insurance, checking whether they will be stung for mobile-phone roaming bills, and possibly leaving the family dog at home. For companies, they will mean reams of new forms, hiring customs agents and possibly a major restructuring of their business.
But getting the public’s attention may be tricky. The government ran two major Brexit readiness campaigns last year, but both scheduled exits were aborted afters forced extensions to the negotiating timetable. Knowing the public’s weariness, Mr Johnson declared Brexit was “done” on January 31st when Britain formally left the bloc and entered a transition period. The government’s campaign video strenuously avoids the-word, like a big-budget round of Articulate, a synonym-based board game.
Mr Johnson has succeeded in cooling the political strife, but this political landscape carries risks. Some disruption is likely, whatever deal he secures and regardless of how well firms prepare. Sir Keir Starmer, the Labour leader, who favoured a second referendum, once presented Brexit as an ideological question but now frames it purely as a test of Mr Johnson’s grip and ability to deliver.
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