Brand standards  •  Written standards  •  Messaging tips

 

Messaging tips

Be careful with jargon and acronyms

At CARE, the work we do can be very technical. For example, some teams use words and phrases like “systems strengthening,” supply chain,” and “market-based approaches.” Our work itself is describes in the sector as “development.” When describing CARE’s work, avoid the phrases “international relief,” “development organization," “development work” and “development programs.” We also use acronyms to internally identify “VSLA,” “FFBS,” and WASH,” among others.

Take a moment to consider your audience. If the group(s) you are addressing are familiar with these terms, that’s great! However, if you are addressing the general public, they may not understand what the words and/or acronyms mean. When considering language, please refer to the "What we do" section of these guidelines, and when seeking alternative language, consult the Communications Values Storytelling Handbook. When using acronyms, spell them out on first reference followed by the acronym in parentheses. For example, Village Savings and Loan Association (VSLA).

For standard boilerplates, see Standard language to describe CARE's work.

 

Our commitment to dignity

One historic prescriptive we have at CARE is to never describe CARE project participants in ways contradicting CARE’s commitment to the dignity of all people. Words like “needy,” “helpless,” “hopeless,” and “destitute” should be avoided. Following a disaster or crisis, refer to people as “survivors” rather than “victims.” As much as possible, describe people as “seeking to become self-reliant,” “building better lives and brighter futures for themselves” and “working alongside CARE to solve their most threatening problems.” “Poor people” and “poor communities” are also acceptable, but do not use “the poor.”

 

Participants, not recipients

The people CARE serves should be described and depicted as “participants” instead of as “beneficiaries” or “recipients.” If “participant” does not translate well, use what works best. The most important issue is to depict the people CARE serves with respect and dignity.

When describing CARE’s activities, use phrases that reinforce CARE’s partnership with participants. For example, phrases like “CARE helps to strengthen communities …” and “CARE works with communities to …” communicate partnership and teamwork. By contrast, phrases like “CARE provides …,” “CARE brings …,” and “CARE builds …” can depict CARE project participants as passive recipients. Use these terms cautiously.

 

Communicating our strategic focus

It is essential for our messaging to make clear that CARE is a global poverty-fighting organization and that our strategy for fighting poverty centers on girls’ and women’s empowerment. When communicating the role of a girl or woman in our poverty-fighting efforts, we must take care to explain that she is a catalyst who creates positive change that lifts everyone around her, including other girls, women, boys, and men. This message does not place a new burden of responsibility on a girl or a woman. It is also inclusive of boys and men.

 

Communicating sensitive issues

CARE is an independent, non-political organization. When communicating about sensitive or controversial issues, use extreme caution so as not to endanger the people we serve or our staff – or negatively affect our reputation, programs, or relationships with governments, partners, or donors. Although CARE does not have an exhaustive list of sensitive topics as they change quickly and vary from country to country, common controversial topics include conflict or war, security issues, political events and social issues such as abortion. For more information about CARE’s protocols and procedures for communicating around sensitive issues, please contact Vanessa Jackson at vjackson@careinternational.org or Monica Rowe at monica.rowe@care.org.

 

Idealistic and realistic

CARE’s vision is of a world without poverty. However, existing and potential donors have told us that this seems like an impossibly distant goal. To help people understand our mission, it’s essential to describe our work using realistic language and contexts. Be realistic when describing how this gets done by referring to the section on How we do our work. More information about communicating the complex realities of our work can also be found in the Communications Values Storytelling Handbook.

 

Focus on today and the future

Our informational and promotional materials should focus on our recent, current, and planned work. Don’t focus on CARE’s past. Instead, use CARE’s history as a quick bridge to discussing our current work. Example: “Our 80 years of experience informs our mission of fighting poverty in the world’s most challenging places by empowering girls and women.”