Writing

Style

These writing style guidelines help us communicate clearly and consistently while maintaining our brand’s values. Our grammar and formatting rules are meant to simplify our audiences’ experience. This standard should translate into a writing style that is clear and approachable, not formal. Our general standard for written content follows AP Style unless otherwise specified.

Numerals & Symbols

In general, spell out one through nine. (ex. The Smiths welcomed their second placement. They waited nine months.) Use figures for 10 or above and whenever preceding a unit of measure or referring to ages of people, animals, events or things. Also use numerals in all tabular matter and in statistical and sequential forms.

Phone Numbers

Written in standard AP format. (ex. 406-837-2247)

Time

We utilize two distinct forms of time.
Story form: 3 p.m., 3:30 p.m.
Design Form: 3 PM, 3:30 PM

Ages

Written in standard AP format.
  • 4-year-old, four years old, age four, ages four and under.
  • Four-year-old, 4 years old, age 4, ages 4 and under.

Headlines

Always use numerals in headlines. (Ex.- Top 5 Ways to Connect, 12 Tips for Self-Care)

Starting sentences with numbers

Avoid beginning sentences with numbers whenever possible. When necessary, write out all numbers at the beginning of a sentence.

Grammar & Punctuation

Written copy should exhibit our brand’s professionalism, always using correct spelling, grammar and punctuation. However, we employ some specific style points in order to connect with our desired audience and maintain a casual, approachable tone.

Sentence Structure

Prioritize brief, verb-heavy sentences whenever possible. Sentence structure should move the reader forward and keep them engaged.
Avoid passive voice. Always.
  • He picked the child up from school.
  • The child was picked up from school.
Limit the use of prepositional phrases.
  • We can do hard things.
  • Even if it’s hard, we can do it.
Use short, punchy sentences. Avoid run-on sentences.
  • Her life changed with a phone call.
  • A phone call from a social worker who was asking if she would be willing to take two toddlers still in diapers changed her life in the blink of an eye and she would never be the same.
Vary sentence structure when writing in long form.
  • Zac wrapped a tender hand around her foot. Staring up at him were a pair of big, brown eyes that matched his own.
  • Zac touched her foot. She looked up at him. He saw her eyes. They matched his.
Avoid ending sentences with adverbs.
  • She didn’t fully understand.
  • She didn’t understand fully.

Emphasis

Use language and sentence structure to create emphasis, drama and anticipation. Use exclamation points sparingly. No ellipses. Substitute with hyphens or colons.
  • The uphill battle had begun – for his daughter and his life.
  • The uphill battle had begun...for his daughter and his life; The uphill battle had begun for his daughter and his life!

Contractions

Contractions should be used as a default whenever appropriate. Contractions are meant to convey a candid, approachable tone that resembles everyday speech.

  • Parenting isn’t easy.
  • Parenting is not easy.

Oxford Comma

We do not utilize the Oxford comma. (Ex. She felt anxious, hopeful and excited.)
  • She felt anxious, hopeful and excited.
  • She felt anxious, hopeful, and excited.

And vs. &

“And” should be used in body text, long form stories, paragraphs, etc.
“&” should be used only in headlines, subheads and titles for design purposes.

Capitalization & Formatting

Use these guidelines to achieve clarity and consistency between copy and design elements.

Program, Event & Service Titles

Initial caps.

Spiritual References

References to the Word of God (I.e. - the Bible, Scripture, etc.) are capitalized as proper nouns. All references to God as Him, Himself, His, the One, etc. are also capitalized.

Headline, Subheads and Buttons

To see a full list of capitalization guidelines, please click here.

Perspective

Second Person Usage (primary perspective)

Speaks directly to the reader. Involves the reader in the narrative by addressing them as “you.” Used to engage an audience. Social media, emails, training videos, sub brands, brand messaging/promotion. All audiences.

First Person Usage

The narrator speaks from their own personal point of view. The most emotionally gripping perspective. Primarily used when telling someone’s personal story from their perspective. Also used in the brand book, blogs, etc.

Third Person

Tells a story or shares a message from a third party’s perspective, separating the narrator from the story/message and the reader. Used for multi-perspective/multi-subject stories, press kits.

Scripture References

In accordance with these beliefs, we uphold the following standards.

Scripture is referenced always with respect to its originally intended context and interpretation, never used, changed, summarized, abbreviated or otherwise altered.
As a ministry we use the NIV translation of the Bible for most scriptural references used in our publications. However, we affirm that the NIV is not the only credible and accurate translation of God’s Word, and we may reference other versions in specific instances.

Writing Code of Conduct

Protecting the health and well-being of children, families, professionals and others represented in our written content is a top priority for Child Bridge. All written content produced in connection with this ministry should meet our standards of moral responsibility.

Protecting Vulnerable Children

Identity Protection

Name, identifying information (location, age, description, etc.), photos.  We do not post, print or utilize identifying information of children currently in the foster care system.

Undue Harm

We do not expose graphic or potentially damaging information that might further traumatize or wound a vulnerable child. We take into consideration the future effects of a child reading/watching their own story.

Biological Families

We do not reveal the identity of biological family members, especially those whose actions/character may be called into question as part of a story. We never paint the birth family as the enemy.

Honoring the Story

Story Accuracy

We never assume intent or effect. Only the child can own and fully tell their story. Until they are able to share it in their own words, we share only the perspectives of those directly involved and quantifiable data (i.e. – recorded incidents, verifiable accounts, quotes, etc.)

Sensitive Information

We will not reveal sensitive information in an ongoing case. This includes, but is not limited to: potential outcomes (i.e. adoption, reunification, kinship placement, etc.), location of a child, unfounded accusations against any and all parties involved, etc.

Factual Integrity

We will never fabricate events, situations or stories in order to serve our narrative or suit our purposes. We may, however, reframe, rephrase or omit certain details if deemed appropriate.

Collaborative Responsibility

We will closely collaborate with each family to tell a fully authentic story. We submit all written accounts pertaining to individual testimonies for review and approval by the subject of each story. This step must occur prior to publication whenever possible.

Respecting the System

We are united with the State of Montana in the goal, and we therefore strive to grow and honor our relationship as partners in the protection of children. This is illustrated in the honoring way we talk about the court system, the leaders at DPHHS, case workers and all other entities involved in the foster care system.

Avoiding Blame

We do not include quotes, accusations, anecdotes or other personal accounts of fault or failure of the foster care system. This includes case workers, judges, etc.

Identity

We do not reveal the identity of case workers involved in individual cases unless given express permission by all affected parties.