Our personality in writing

Human

We're human, so when we write and speak:

• Make it personal and tell real stories

• Be down to earth and sincere

• Write how you’d talk:– Simple language

• Short is good: sentences should be 10–20 words max

• Use contractions e.g. ‘we’re’ not ‘we are’

• Be sensitive to the realities of cancer

We're determined, so when we write and speak: – Use bold, focused language

• Be direct

• put your main point first

• Back things up

• Focus on the future

We're inspiring, so when we write and speak:

• Use powerful headlines

• Be positive and confident

• Avoid generic language

• Draw on hope not fear

• Communicate with immediacy

• Present tense– Time checks

• Active language to inspire actionHumanDeterminedInspiring