BOTH PARTIES’ MOTTOS MISS THE MARK

By Joe Vella

 The two main parties have chosen their campaign mottos. Both are problematic. Neither serves the country well.

The Labour Party offers “Int Malta”. In English it means “You are Malta”. The message sounds personal and empowering. Yet it is flawed. It tells every voter that he or she alone defines the nation. This singular claim feels exclusive. It suggests that only the chosen one truly belongs. In a small island society, it turns national identity into something private rather than shared. Voters may wonder whether the party sees Malta as a collective or simply as a mirror for individual egos in a corrupt society where money talks. The slogan lacks warmth and unity. It lacks a call to common purpose.

The motto places an abstract burden on the individual without offering a clear vision of leadership or policy direction. Voters seeking reassurance during uncertain times may find the message vague, even evasive. Rather than presenting a shared path forward, the slogan can be interpreted as shifting responsibility away from the government and onto citizens themselves. Successful campaign messages typically balance personal engagement with collective purpose. In this case, the party’s attempt at inclusivity may have inadvertently diluted its message, leaving many unconvinced and unenthused.

The Nationalist Party has picked “Nifs gdid”. The phrase means “a breath of fresh air”. On paper it promises renewal and change. In practice it invites trouble. The literal Maltese words, “nifs” for breath and “gdid” for new, lend themselves to easy jokes. Within hours of the launch, social media filled with memes. Many linked the motto to cannabis smoking. Pictures of voters “taking a new breath” appeared everywhere. The humour spread quickly. What began as a serious pledge of renewal became the subject of ridicule. In a country where politics already struggles with trust, this is damaging. A motto that can be turned into a drug joke loses all dignity before the campaign has properly begun.

Both choices reveal a deeper weakness. Labour’s slogan is too self-centred. It places the individual above the nation. The Nationalists’ slogan is too light. It opens the door to satire instead of serious debate. Neither motto offers voters a clear vision or a sense of shared destiny. In an election that will shape Malta’s future, citizens deserve better. They need words that unite, not divide. They need messages that inspire respect, not giggles.

The parties still have time to adjust their tone. They should drop these mottos and speak plainly about housing, jobs, the environment and health. Maltese voters are practical people. They judge governments on results, not wordplay. On 30 May they will look past the slogans and choose the party that offers real hope. The current mottos do not meet that standard.