Brand Tone

supportive, informative, urgent, and hopeful

Brand Values

• •Saving Lives & Improving Quality of Life
• •Early Diagnosis
• •Access to Best Treatment and Care
• •Support & Community
• •Research
• •Awareness & Education
• •Action & Determination
• •Authenticity & Human Touch

Best Practices

• •Always Emphasize Hope Alongside Urgency: While it's crucial to convey the seriousness and prevalence of bowel cancer (the UK's second biggest cancer killer), always balance this with messages of hope, the treatability of early-stage cancer, and the progress being made.
• •Prioritize Plain Language and Accessibility: Information about cancer symptoms, screening, and treatment can be complex. Use clear, concise, and easily understandable language. Avoid overly technical jargon where possible, or explain it simply, ensuring the message reaches everyone, regardless of their health literacy.
• •Incorporate Real Voices and Stories (Authenticity): Continue to feature personal stories from patients, families, and fundraisers. This human element builds trust, offers relatable experiences, and powerfully illustrates the impact of the charity's work and the importance of early detection.
• •Maintain a Supportive and Empathetic Stance: Whether addressing those recently diagnosed, undergoing treatment, or a concerned member of the public, the copy should always feel supportive, understanding, and non-judgmental. Reassure people that they are not alone and that support is available.
• •Include Clear Calls to Action: Every piece of communication should guide the reader on what they can do next, whether it's learning symptoms, donating, volunteering, sharing information, or participating in screening. Make these calls to action direct and compelling.

Social Perception

a leading, trusted, and vital organization

Copy Examples

• •Headline: Don't Ignore It. Know The Symptoms. Save A Life. Body: Bleeding from your bottom, a persistent change in bowel habit, or unexplained weight loss? These could be signs of bowel cancer. It's the UK's second biggest cancer killer, but it's treatable and curable, especially if found early. Learn the symptoms today. It could save yours, or a loved one's, life. Visit bowelcanceruk.org.uk.
• •Headline: Facing Bowel Cancer? You're Not Alone. We're Here. Body: A bowel cancer diagnosis can feel overwhelming, but our supportive community and expert nurses are here for you every step of the way. From understanding treatment options to connecting with others who understand, find the help you need. Hope is here. Support is here.
• •Headline: Your Small Change Can Make a Big Difference in Beating Bowel Cancer. Body: Every 30 minutes, someone in the UK dies from bowel cancer. But with your support, we can fund vital research for earlier diagnosis and kinder treatments. Donate today and help us create a future where nobody dies from this disease.
• •Headline: #KnowTheHigh5 Symptoms of Bowel Cancer. It’s as Easy as 1, 2, 3, 4, 5! Body: 1. Blood in your poo. 2. Change in bowel habit. 3. Pain or lump in your tummy. 4. Extreme tiredness. 5. Unexplained weight loss. Knowing these five signs could lead to an earlier diagnosis, when bowel cancer is most treatable. Share this and save a life. #BowelCancerAwareness
• •Headline: Research Lights the Way to a Future Without Bowel Cancer. Body: We're investing in groundbreaking research to detect bowel cancer sooner and develop more effective treatments. Thanks to supporters like you, we're moving closer to a day when everyone survives bowel cancer. Join our mission.