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Best Least-Understood Campaign Slogan

"Challenge Inertia", Citizens for Light Rail

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Published on October 18, 2001

Kansas City's light-rail backers assumed a lot of voters this August. They assumed those who voted for light rail in the past would do so again. They assumed the black community would rally around a plan that put a line on Troost and garnered the support of Freedom Inc. They assumed residents in South Kansas City wouldn't mind that the proposed line didn't touch the 6th District. And they assumed voters knew physics. For citizens unfamiliar with the concept of inertia -- when a body is at rest or sluggish -- the Citizens for Light Rail's call to "Challenge Inertia" in Kansas City held little meaning. Light-rail supporters wanted to inspire Kansas Citians to move forward. Instead, they had to explain to some people what their slogan meant. Suggestion for next time: "Move!"