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

Example – Pass it on card
Simplicity and positivity – that’s Macmillan all over. And this little Pass it on card
demonstrates it admirably. Designed to fit snugly into our cute Macmillan Support Line
travel wallet, the copy had to be short, sweet and effective.
It achieves this through using simple language that doesn’t go over the top. For example,
it says what the Macmillan Support Line does, no more, no less. Then it appeals directly
to the reader (‘you’), saying how they can help make a difference. It feels like a real oneto-one
between the writer and the reader. And the pièce de résistance The subtly-written
– yet hard-hitting – final line that makes the reader feel like a key part of our movement:
‘Together, we can make a real difference’.
Tone of voice , Macmillan, [February 2013] 24 of 25