Angela Merkel’s Christian Democrats want to make Germany … not great again, that would be too Trumpian. They want to make Germany … together.
The center-right party on Tuesday unveiled the slogan for its first general election campaign in nearly 20 years that won’t be led by Merkel, who will step down as chancellor following the vote.
The soft-edged slogan “Deutschland gemeinsam machen” at its most literal means “Make Germany together” but could also be translated as “Crafting Germany together.”
Either way, “together” seems to be the key word for a political force that can no longer rely on a single dominant leader to bring in the votes and wants to remain a Volkspartei — a party with broad appeal across society.
“Let’s tackle this together,” declares Armin Laschet, the party leader and candidate for chancellor, at the end of his recently published campaign ad.
The new slogan was presented by CDU Secretary-General Paul Ziemiak at a press conference in Berlin. Ziemiak also unveiled a range of posters focusing on the party’s core campaign themes such as families, security, looking after the elderly, education, affordable housing and tackling climate change while creating jobs.
The CDU and its Bavarian sister party enjoy a substantial lead in opinion polls less than three months out from the September 26 general election. POLITICO’s Poll of Polls has them on 29 percent of the vote — 10 percentage points ahead of the second-placed Greens.
While “Crafting Germany together” may not wow the creative classes, it’s at least less likely to be ridiculed than the 2017 slogan, “Für ein Deutschland, in dem wir gut und gerne leben” — “For a Germany in which we live well and gladly” — which was mocked on social media with the tongue-twisting hashtag #fedidwgugl.
Ziemiak said the campaign budget would be the same as for the last four election campaigns — just over €20 million. And with a nod to German thriftiness, he added: “If you account for inflation, it’s sort of declining.”
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