Brand Tone

urgent, compassionate, and solemn, balanced with hope and resilience; professional and sincere

Brand Values

• •Humanitarian Duty
• •Transparency and Honesty
• •Dignity
• •Sustainability
• •Solidarity

Best Practices

• •Maintain a Tone of Urgent Compassion: Always lead with the human element. Use language that is both empathetic and action-oriented to reflect the gravity and immediacy of the need.
• •Center the Narrative on the Beneficiaries: Frame the story around the people of Gaza. Your copy should highlight their resilience and their needs, making the donor the enabler of hope and relief, not the hero of the story.
• •Be Direct and Clear in Your Call to Action: Use strong, unambiguous calls to action. Phrases like "Donate Now," "Give Today," and "Support Our Work" should be prominent and easy to find. Clearly state what the donation will be used for (e.g., food, water, medical aid).
• •Incorporate Hope and Dignity: While highlighting the suffering, it is crucial to also convey a sense of hope and respect for the dignity of the people you are helping. Avoid language that victimizes and instead focus on empowerment and the potential for a better future.
• •Ensure Consistency Across Languages: If using multiple languages, ensure that the core message, tone, and values are translated accurately and consistently. The emotional and factual integrity of the content should be maintained, regardless of the language.

Social Perception

a dedicated and legitimate charitable organization focused on a specific, high-need area (Gaza); a key channel for individuals wanting to provide support to Gaza; credible with tangible evidence of impact; on the front lines of a humanitarian crisis, directly addressing the suffering of vulnerable families

Copy Examples

• •Hope in Every Meal. For families in Gaza, your donation is more than just food; it's a message that they are not forgotten. A single food basket can sustain a family, offering them the strength to face another day. Give today and deliver hope.
• •The Urgency is Now. Every moment counts. With critical shortages of medical supplies, your immediate support can save lives. Help us equip local clinics and provide life-saving care to those injured and unwell. Donate to our medical aid fund.
• •More Than Shelter, It's a Shield. Thousands have lost their homes. A tent provides more than just a roof; it offers safety, a space for a family to stay together, and a shield against the elements. Your contribution can give a displaced family a place to call their own.
• •Water is Life. In Gaza, clean water is dangerously scarce. Our water distribution projects are a lifeline, preventing disease and quenching the thirst of thousands. Support our efforts to provide safe, clean water to communities in desperate need.
• •Build a Future Beyond the Rubble. Relief is the first step, but rebuilding is the goal. Our development projects aim to create sustainable opportunities for families to regain their independence. Invest in a future for Gaza where communities can thrive.