Brand Standards  |  Written Standards

Communications Values Storytelling Handbook

At CARE, authentic and accurate storytelling centers the humanity, dignity, full experience, and agency of individuals through brave, truthful storytelling that shifts narratives around people experiencing poverty and hardship due to conflict, disasters, and systemic injustice.

These guidelines were created to support anyone who tells stories on behalf of CARE. Whether you are creating a social post, sourcing content from CARE’s diverse global programs, preparing messaging on behalf of the organization to dozens of regional offices and teams, or speaking on behalf of the organization to its members or the press, these guidelines can support you in telling values-centered stories about CARE’s programs and the communities where we work.

Sample Slides

Cover image of the Communications Values Storytelling Handbook.
Communications Values Storytelling Handbook
Screenshot of a slide listing CARE's storytelling principles. According to the handbook, a well-told story is truthful and authentic, dignifies people, acknowledges complex realities, is community-centered, and is solution-oriented.
CARE’s 5 Storytelling Principles
In emergencies, CARE's role is to be a truthful witness to real-time crisis, an empathetic guide using nuanced, truthful storytelling, and a rapid mobilizer who supports the community by appealing to supporters with ethical stories and clear calls to action.
Storytelling in Emergencies
CARE recommends using photos that show solutions and that use detail shots to get the point across without making one person the face of a crisis.
Making Photo Decisions

Communications Values Storytelling Handbook

DOWNLOAD

Communications Values Storytelling Handbook (PDF file)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.

Brand Standards  |  Written Standards

Communications Values Storytelling Handbook

Communications Values Storytelling Handbook  |  Messaging Tips  |  Standard Language to Describe CARE's Work  |  Protecting CARE's Brand Work

At CARE, authentic and accurate storytelling centers the humanity, dignity, full experience, and agency of individuals through brave, truthful storytelling that shifts narratives around people experiencing poverty and hardship due to conflict, disasters, and systemic injustice.

These guidelines were created to support anyone who tells stories on behalf of CARE. Whether you are creating a social post, sourcing content from CARE’s diverse global programs, preparing messaging on behalf of the organization to dozens of regional offices and teams, or speaking on behalf of the organization to its members or the press, these guidelines can support you in telling values-centered stories about CARE’s programs and the communities where we work.

Sample Slides

Cover image of the Communications Values Storytelling Handbook.
Communications Values Storytelling Handbook
Screenshot of a slide listing CARE's storytelling principles. According to the handbook, a well-told story is truthful and authentic, dignifies people, acknowledges complex realities, is community-centered, and is solution-oriented.
CARE’s 5 Storytelling Principles
In emergencies, CARE's role is to be a truthful witness to real-time crisis, an empathetic guide using nuanced, truthful storytelling, and a rapid mobilizer who supports the community by appealing to supporters with ethical stories and clear calls to action.
Storytelling in Emergencies
CARE recommends using photos that show solutions and that use detail shots to get the point across without making one person the face of a crisis.
Making Photo Decisions

Communications Values Storytelling Handbook

DOWNLOAD

Communications Values Storytelling Handbook (PDF file)

CARE employees and approved partners can contact brandsupport@care.org for the password to access downloadable materials.