New initiatives are often supported by well honed publicity but beware borrowing straplines and slogans to use on air. For a start they’re often written and geared for a specific purpose such as for digital ads or the splash on a banner stand. When inserted in to a conversation they can just sound a little bit empty or even phoney. Take the principles of that new initiative and start talking in a way that makes sense conversationally. Otherwise you might appear more like a well choreographed cheerleader with pom poms at the ready.