Writing

Words & Messages

Certain words and phrases carry unwanted connotations/meanings that can cause inaccurate perceptions of people, processes, intentions and relationships. To avoid confusion and misrepresentation, we steer clear of words and phrases that are not conducive to our mission.

Hero & Campaign Messages

Use this brand-specific messaging to promote positive action from a variety of audiences. Wording should convict, encourage and motivate the reader to interact with this mission.

  • Every child is a masterpiece worthy of being seen.
  • I am 1 of 3,000, but my name is _______.
  • You can change the trajectory of a child’s life.
  • You’re afraid to foster. They’re afraid you won’t.
  • Do you see me now?
  • Welcome to the good fight.
  • No longer invisible.
  • Opened eyes lead to opened homes.
  • You can’t go back to not knowing. What will you do now?
  • A light in their darkness.
  • If not you, then who? If not now, when?
  • A new story is taking shape.
  • Change their tomorrow.
  • Will you risk your heart to change her life?
  • We are called to do hard things.
  • It takes a family to heal a child.
  • We fight back with more families.
  • We won’t stop until every child has a home.
  • Foster care is not finding a child for your family. It is giving your family to a child.
  • Foster care means risking the protection of your heart for the protection of a child.
  • Where are they today while you’re deciding whether to act?
  • The story behind the behavior won’t make you mad. It’ll break your heart.
  • While you’re asking yourself if now is the right time, who is asking them?
  • Stand behind the families who’ve said yes.

Words & Phrases to Avoid

Avoid these words and phrases that often lead to confusion, hurtful labels or controversial implications. Wording should never diminish, offend or endorse negative perceptions.

  • Foster child/foster kid. [*Foster home, foster parent, foster care, etc. are acceptable.]
  • Bio mom, bio dad, bio parent/bio family. [*Instead use: birth parents, birth family, etc.)
  • The System/The State
  • Foster-to-adopt
  • Rescue/save (in reference to rescuing a child, etc.)
  • Hero (unless used in a quote)
  • Problem child, bad child, difficult child, etc. (We distinguish between the child and the behavior.)
  • Unexplained technical terms; jargon. (amygdala, serotonin)
  • Stand-alone acronyms (DPHHS, TBRI, etc.)
  • Bonus kid, kiddo, sweetheart, mama, daddy, and other terms of endearment (except in specified publications)
  • Victim
  • Normal children vs. child in care. (We avoid phrasing that could potentially label children in care as “other.”)