From the critique an array of slogans were highlighted in which may be suitable. Humour was a key influence as well as social trends in which may target the demographic. As the British heart foundation uses multiple modes of communication such as shock, and humour it was decided that the slogan could take on multiple tones of voice, although a peer suggested that only one should be selected in order to keep the campaign consistent.
As the campaign would be based off the slogan it became essential that the slogan is malleable enough so that the different aspects of the campaign are not repetitive. For this reason it was thought that a hashtag may be successful. This would also help aid a social media campaign. Other ideas included 'in your genes' with a play on the word 'jeans'. Another idea in which was prominent was 'pump it' focusing largely upon song and music culture references.
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