Tone of Voice document - at www.be.macmillan.org.uk. A

Here’s some we made earlier
Freeze out fuel poverty campaign
Here, the headline immediately grabs the reader’s attention. And the design – a hot water
bottle and a thermometer that actually measures the temperature – brings the copy to life.
Using the thermometer helps the writer clearly explain, and demonstrate in a tangible way,
the impact that the cold can have such on those living with cancer. The leaflet lets people
know, simply and clearly, that if you’re one of the people affected then we are there for
you.
In the flyer to promote the campaign there’s the all-important quote. Our advice is, use
quotes sparingly but powerfully, keeping them short and to-the-point. Which is exactly
what the writer does here. The quote doesn’t repeat information already provided in the
flyer. Rather, it paints an emotive picture, using details such as what George wears to
really hook the reader.
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