How we talk
Tone of voice
The way we talk to our various audiences will be a key part of the success of Macmillan
in the future. These are some basic principles for how we talk.
Driven
Our tone of voice has a conviction that communicates the certainty of our beliefs.
To convince people to act we need to speak from the heart. This doesn't mean being
aggressive or scare-mongering. It means using language that is bold and passionate
and gets people's attention. This aspect of our tone of voice is most prominent
in our campaigning and fundraising materials. It's less obvious in our communications
with people affected by cancer, because then we often need to speak more quietly
and sensitively.
Universal
Everyone is affected by cancer, and Macmillan offers everyone the chance to get
involved in improving life with cancer. Our communications must be inclusive and
accessible. They should invite people to join in, and to join us. Our tone is down
to earth and conversational – we sound like human beings, not like an institution.
We never patronise people or preach to them. We use personal stories and first person
quotations to help people understand and engage with our work.
Active
In all our communications, we're practical. We don't just talk about a problem –
we suggest a course of action. We want to give people energy – energy to live with
cancer, energy to do something to help, energy to get involved with Macmillan. We're
both positive and realistic – we use our communications to demonstrate the real
difference we make in people's lives.
Straightforward
We always find the clearest and most direct way to express ourselves. We tell it
like it is. That means no jargon or euphemisms. We keep our communications short
and punchy, using active language and sentence structures. We're always honest.