Hutzell: Maryland political slogans shape elections — then often vanish

Even if you haven’t been paying attention for the past four years, you’ll recognize this slogan.

“Leave no one behind.”

Gov. Wes Moore launched his first campaign with these words in June 2021, a nod to his Army service and the notion that Maryland’s prosperity doesn’t benefit everyone equally.

Now Moore’s go-to slogan is part of his reelection bid. He even launched a Leave No One Behind Slate, hoping to create momentum for downballot candidates.

Whether you see the phrase as aspirational or feel-good hokum, it is the most effective political phrase in Maryland today.

When Moore leaves office — at the end of an all-but-assured second term in 2030, or sooner for the national stage — he’ll take “Leave no one behind” with him.

Political slogans are like that, written to carry just enough meaning to inspire at a particular moment in time. Some, like Moore’s, fit the individual, but most are interchangeable words with lots of room to fill in the blanks.

Segregationist George Mahoney’s may have been unique, a phrase plucked from English common law for his 1966 run for governor, “Your home is your castle — protect it!”

The conservative Democrat used the slogan to inflame the bigots who feared federal efforts to end housing discrimination against Black people.

Liberals and moderates understood exactly what Mahoney meant and fled to the alternative: Baltimore County Executive Spiro Agnew.

The little-known Republican won with the musical slogan “My kind of man, Ted Agnew is.” Catchy yet meaningless.

Baltimore ad exec Bob Goodman got the rights to the Frank Sinatra standard “My Kind of Town (Chicago Is)” and produced a campaign version. It was such a hit that Sinatra later sang it at Agnew’s birthday party.

He’s your kind of man, Ted Agnew is! Taking your stand, Ted Agnew is!

Richard Nixon agreed and picked Maryland’s governor as his running mate in 1968.

“There can be a mystique about a man. You can look him in the eye and know he’s got it,” Nixon was quoted as saying. “This guy has got it.”

Time would expose the kind of man Agnew was — one who could be bribed. After five years as Nixon’s ever-eager attack dog, he resigned from the vice presidency.

Infamy gets no slogan.

Modern sloganeers can only dream of Goodman’s success, words that created their own reality.

The Maryland Republican Party today is often cleverer with slogans than Democrats, leaning into edgy phrases like the off-brand “No Moore” — a play on the governor’s name — and this year’s “Save our voice.”

It’s an elegant reference to Question 3 on the ballot, distilling a complex national fight over redrawing congressional boundaries to a visceral defense of personal liberty.

Maryland Democrats counter with “Fight back and win.” They’re talking about President Donald Trump, but the words just as easily apply to Question 3 — generic and less effective.

Campaigns often use multiple slogans, themes and branding ideas, feeling around for the right words. “Fight” is always popular.

Montgomery County is about to leave behind County Executive Marc Elrich’s polite but firm “Principled. Progressive. Experienced.”

“No one has fought harder” will take its place, one of the slogans Will Jawando, his almost-certain successor, adopted.

Baltimore County gets to choose between Democrat Julian Jones’ feisty “He fights for us” and Republican Pat Dyer’s less confrontational “Fresh new leadership.”

Del. Vanessa Atterbeary started her Howard County political career with the aspirational “Now is the time.” Today, she’s cruising to become the next executive as “A fighter for Howard County.”

You can’t help but admire Green Party candidate Nater Kane for going his own way in the race. He can’t beat Atterbeary, but his motto is breathtaking in its nihilism.

“My motto is make things suck less,” he told WMAR reporter Blair Sabol.

Aspirational slogans have their uses.

Dan Cox, Republican nominee for governor, is holding his head up with “Restore freedom to the Free State” and “Renew Maryland. Restore freedom.”

It’s better than “Somebody’s got to do it,” given his candidacy’s long-shot nature.

Anne Arundel County Executive Steuart Pittman used the bland “Putting communities first” in his 2018 campaign. Then he seized the administration’s motto chosen by his opponent, incumbent Steve Schuh.

Pittman pruned “The best place to live, work or start a business in Maryland” to “The best place for all.” He even explained why in his inaugural address.

Voters this year can choose Democrat Allison Pickard’s “Fulfilling the promise of Anne Arundel County.” Or they can go with the complex thoughts of her opponent, Republican Dave Crawford:

“No left. No right. Just right for Anne Arundel County: A public servant who has your back.”

Candidates for mayor in Baltimore have a history of punchy slogans. Kurt Schmoke issued an invitation to avoid missing out, “Get on board with Schmoke,” while Stephanie Rawlings-Blake pointed to the future with “Move Baltimore forward.”

Mayor Brandon Scott built on that in his first campaign with “A New Way Forward,” then launched his second with an ad reference to previous mayors’ troubles — “No scandal. No corruption.”

No matter how successful, slogans usually are written to be forgotten. Remember “Change Maryland?”

Larry Hogan centered his first campaign for governor on it. It captured his outsider image while casting then-Lt. Gov. Anthony Brown as the status quo choice in 2014.

Hogan shifted to the less effective “People over politics” and “Let’s get back to work” in his 2024 run for the U.S. Senate.

Was he talking about us or himself? Either way, voters went “All in for Angela” and elected Prince George’s County Executive Angela Alsobrooks.

One thing that makes Moore’s catchphrase effective is his continued use of it.

Hogan dropped slogan for philosophy, for example, by putting “Maryland is open for business” on state welcome signs. Moore replaced it with “Leave no one behind,” marrying his outlook to his political ambitions.

No matter where the governor goes next, his slogan will follow him. It’s a personal brand that leaves plenty to the imagination.

His successor will one day write something new.