Family Fund | Logo Family Fund corporate branding guidelines

Family Fund | Tone of voice
The Family Fund creates communications for
a variety of target audiences such as staff,
Government officials, sector representatives
and our families.
These audience segments will have differing
reading ages and literacy levels, therefore it
is important that our communications are
accurate, easy to understand and comply
with plain English, (www.plainenglish.co.uk).
Where referring to medical conditions, advice,
research or practices, there may be a need to
Believe to achieve
At seven months old Lyndon contracted meningitis,
losing both legs, half his right arm and the fingers on
his left hand. Mum Tammy had no idea what kind
of future her son would have.
Lyndon had his first trip to the swimming
pool when he was a year old. “He was
a natural and we used to take him
swimming every week” says Tammy.
His attitude to life held no barriers for
him and he came up with a motto
“you have to believe to achieve.”
He entered his first swimming competition
at the National Junior Disability
Championships in Sheffield. “I was so proud”
says Tammy, “soon he was
winning medal after medal.”
Lyndon is now waiting to
hear if he’s made it into the
London 2012 Paralympic team. He
is managing to find spare time to fulfil
another ambition – learning to drive –
after the Family Fund stepped in to help
pay for lessons so he can become more
independent and realise his aspirations.
Changes to benefits
use complex sentences and words. In this case
all jargon should be explained in full using
simple explanations where appropriate.
As the Fund deals with sensitive information
and vulnerable people, a terminology paper
has been developed to aid writing of copy.
Principles of our communications:
Clear, simple, with the audience in mind,
positive, fair, focused on the topic, tested
where possible and give the audience the
chance to feedback.
A snapshot and how
to get more information
Changes to benefits and credits can be a very worrying and confusing time, there are many ways
We make a difference to the
lives of disabled children,
young people and their
families across the UK
www.facebook.com/familyfund
www.twitter.com/familyfund
Why not visit
more than
91p
in every £1
reaches
families as
grants.
We give grants
for essential items
such as washing
machines, cookers,
bedding and much
needed family breaks.
www.familyfund.org.uk to find out more.
Private company limited by guarantee. Incorporated in England and Wales. Registration no. 3166627. Registered charity number 1053866. Scottish charity number SC040810.
These examples of an advert and news
article show how writing style is adapted
dependent on the purpose and audience
of the piece.
Family Fund corporate branding guidelines