Vice President Kamala Harris has quickly converted President Joe Biden‘s reelection campaign into her own since securing the president’s endorsement following his announcement that he would ‘pass the torch.’ Now comes the next step — deciding on her own campaign slogan.
Biden’s reelection campaign ran with the slogan “Let’s Finish the Job,” while former President Donald Trump’s campaign uses the slogan “Make America Great Again,” the same one that defined his campaign in 2016 and 2020. In Harris’s unsuccessful 2020 Democratic presidential primary bid, her slogan was “For The People.”
Harris’s 2024 campaign has tossed around a few options through graphics or ending statements in her speeches. Here are four of those slogans.
The early front-runner for Harris’s main slogan appears to be “We are not going back,” a phrase she uttered in reference to Trump’s proposed policies and the Project 2025 proposal from the conservative Heritage Foundation — which Trump has distanced himself from.
“America has tried these failed economic policies, but we are not going back. We are not going back,” Harris said at a speech Thursday, followed by the crowd chanting the phrase.
Harris’s campaign account on X, Kamala HQ, also used the phrase in a graphic to target Trump and Project 2025.
Another option for Harris’s campaign slogan is “When we fight, we win,” which she has said in speeches but also uttered in her first campaign video as she moves to the top of the Democratic Party’s ticket.
In the video released Thursday, Harris said her campaign is about “freedom” with Beyonce’s song “Freedom” playing in the background. Her narration ends with the slogan.
“The freedom not just to get by, but get ahead,” Harris says in the video. “The freedom to be safe from gun violence. The freedom to make decisions about your own body. We choose a future where no child lives in poverty. Where we all can afford healthcare, where no one is above the law. We believe in the promise of America, and we are ready to fight for it. Because when we fight, we win.”
Harris has also posted a graphic on her X account with the slogan.
Two similar phrases, which have both been floated as a slogan, are featured on Harris’s X account header and her campaign website.
On Harris’s X banner, the stylized phrase “Let’s WIN this” is used, while the landing page of her website shows the phrase “Together we can win this!”
Both phrases invoke unifying to win the election, as Harris seeks to bring together the Democratic Party, which has seen several divisions recently, including over the war in Gaza and whether Biden should continue as the party’s nominee.
A possible slogan that has not been featured as prominently as the other phrases but was used as an ending statement at one of Harris’s speeches earlier this week is “We are not playing around.”
During a speech Wednesday, Harris stated the phrase at the end of discussing abortion and the 2022 overturning of Roe v. Wade.
“Well, let me tell you something,” Harris said. “When I am President of the United States, when Congress passes a law to restore those freedoms, I will sign it into law.”
“We are not playing around,” Harris added, eliciting laughter from the crowd.
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Harris’s retooled campaign has relied heavily on its online presence in its early days, but it has garnered better early results with young voters than her 2020 run for president.
After Biden’s sudden exit from the race Sunday, Harris has secured herself the necessary delegates to become the Democratic presidential nominee and face off against Trump in November. In the RealClearPolitics polling average, Trump leads Harris, 47.8%-45.7%, nationally.