Writing
Voice
The Child Bridge voice is how our brand personality comes through in words. When our voice is consistent across Child Bridge content, it builds consistency, trust and recognizability. Our tone changes based on the audience and situation, but the voice is always uniquely Child Bridge.
Voice Qualities
Our voice has two distinct qualities that are felt in both what we say and how we say it. Working together, these qualities make everything we write sound uniquely Child Bridge.
Bold
We use verbs and descriptive language to paint a provoking picture of reality.
Invigorating
We use imagery and energy to create excitement over what’s possible.
Bold
Ours is a devastating yet beautiful mission. We don’t sugar coat or shy away from sharing the truth in full.
Bold means:
- Candid
- Confident
- Punchy
- Direct
Not:
- Hesitant
- Conflicted
- Wordy
- Vague
Candid
- Sofie’s ribs showed through her skin.
- Sofie was struggling and needed help.
Confident
- Together, we can find a family for every child.
- We hope to make a difference in the lives of children in our state.
Punchy
- Children belong in families.
- Every child should know someone cares for them.
Direct Language
- You can change a life by fostering.
- Everyone can do something.
Invigorating
We’re on fire for this mission. We use language to communicate excitement, passion and inspire others to join in.
Invigorating means:
- Energetic
- Bright
- Active (use adjectives)
- Imagery
Not:
- Dull
- Shallow
- Passive
- Apathetic
Energetic
- Welcome to the fight.
- Thanks for joining a group of people supporting kids in need.
Bright
- Find help and hope for your journey!
- Many foster parents struggle to feel hopeful.
Active
- Join us for Foster Connect!
- Parents are invited to attend Foster Connect.
Imagery
- She shook a dozen unopened granola bars out of the child’s pillow.
- She found out her child was hoarding food.