Brand Tone

Serious, urgent, principled, informative, activist-oriented, direct, uncompromising, hopeful, community-oriented, with occasional gentle and accessible elements.

Brand Values

• •Peace and Non-violence
• •Human Security
• •Internationalism and Cooperation
• •Activism and Civil Engagement
• •Justice

Best Practices

• •Always anchor the message in the core values of peace, non-violence, and human security. Whether writing about a protest or a T-shirt, the underlying "why" should be clear.
• •Strengthen arguments with concrete data, such as the £205 billion cost of Trident replacement, to make the opportunity cost of nuclear weapons tangible for the audience.
• •Frame every communication with a clear and accessible call to action. Use empowering and inclusive language that encourages people to join, donate, sign a petition, or attend an event. Make them feel part of the "global majority" striving for peace.
• •Broaden the appeal of the single issue by consistently linking nuclear disarmament to more widely understood concerns like healthcare funding, climate change, and international crises.
• •The tone should reflect the gravity of the nuclear threat without resorting to alarmism. It must remain firm, hopeful, and focused on the actionable steps that can be taken to achieve the campaign's goals.

Social Perception

Perceived by supporters as a vital, principled movement for peace and just resource allocation, with a long, respected history. However, it's also a polarizing organization, viewed by some as naive or detrimental to national security, despite its significant historical influence on public discourse regarding nuclear weapons.

Copy Examples

• •£205 billion for a weapon we can never use. Imagine that in our NHS. The UK government is spending at least £205 billion to replace the Trident nuclear weapons system. That's money that could fund doctors, nurses, schools, and homes. It's time for a different priority: human security. Join us to demand #NursesNotNukes. Link in bio to take action. #CND #ScrapTrident #Peace #NoWar #FundOurFuture
• •A Symbol of Hope, A Mission for Peace. The peace sign was born from our movement in 1958. It was a symbol of despair turned into a call for a better world. Today, with the threat of nuclear war greater than it has been in decades, that call is more urgent than ever. Your donation of £15 can help us print campaign materials for a local peace group, while £50 could support our lobbying efforts in Parliament. Help us continue the fight for a nuclear-free future. Donate today.
• •Product: "Books Not Bombs" Tote Bag. Carry a message of peace wherever you go. Our 100% organic cotton "Books Not Bombs" tote bag is more than just an accessory; it's a statement. It says you choose education over escalation, knowledge over conflict. Every purchase supports CND's vital work to campaign for a world free from nuclear weapons.
• •Nuclear weapons don't keep us safe. They drain our resources, threaten our planet, and push us closer to catastrophe. We're campaigning for an #AlternativeDefenceReview that prioritizes real security: diplomacy, climate action & public services. #NoToNATO #ScrapTrident
• •(Scene: Archival footage of Aldermaston marches mixed with modern protest shots) Narrator: "For over 65 years, one symbol has united millions. From the Cold War to today's new nuclear threats, the Campaign for Nuclear Disarmament has been on the streets, in our communities, and in the halls of power, demanding a simple truth: our world is safer without nuclear weapons. But our work is far from over. Here's why the campaign to scrap Trident is more important than ever..."