Getting a message across
Not just what you say, but how you say it. A while back when UK police forces first tried out slogans, they came up with things like "Fighting Crime Everywhere" and were surprised when people just heard "Crime Everywhere" and became less not more reassured. These days they stick to a positive message like this. First prize for snappy slogan of the century goes to Avon & Somerset "Avon & Somerset: Working Together to Make the Communities of Avon & Somerset Feel Safe and Be Safe" - I suspect T-Shirts down in cream tea land must come in XXXXL.