Brand Tone

Passionate & Dedicated, Community-Oriented & Inclusive, Educational & Informative, Action-Oriented & Urgent, Hopeful & Empowering, Friendly & Approachable

Brand Values

• •Environmental Protection
• •Community Engagement
• •Education & Awareness
• •Sustainability
• •Action & Impact
• •Stewardship

Best Practices

• •Always Emphasize Community and Collective Action: Use words like 'we,' 'us,' 'together,' 'our community.' Highlight that change is a group effort.
• •Maintain a Hopeful and Empowering Voice: Even when discussing serious issues like pollution, focus on the positive impact of actions and the possibility of change. Avoid overly alarmist or purely negative language.
• •Be Specific and Action-Oriented: Clearly state what needs to be done (e.g., 'join our cleanup,' 'reduce single-use plastic') and make it easy for people to participate. Use strong verbs.
• •Incorporate Educational Elements: Briefly explain the 'why' behind the actions, such as the impact of plastics on marine life or the importance of sustainable habits.
• •Show, Don't Just Tell, the Passion: Use enthusiastic language, share success stories (e.g., amount of trash collected, number of volunteers), and convey genuine care for Miami Beach and its environment.

Social Perception

Respected & Credible, Community Leader, Inspirational, Essential Service, Positive & Proactive

Copy Examples

• •Headline: Our Beach. Our Home. Our Responsibility. Body: Join Clean Miami Beach this Saturday! Every piece of plastic removed, every volunteer hour, makes our shores safer for wildlife and more beautiful for us all. Let's protect what we love, together. #CleanMiamiBeach #ProtectOurHome
• •Headline: More Than a Cleanup: It's a Movement. Body: At Clean Miami Beach, we're not just picking up trash; we're building a community dedicated to a plastic-free future. Learn how simple changes can make a huge impact. Educate, act, inspire. Visit cleanmiamibeach.org. #PlasticFreeMB #EcoEducation
• •Headline: See the Difference You Can Make. Body: Last month, our amazing volunteers removed 500 lbs of debris from our coastline! That's 500 lbs less pollution harming marine life. Your hands can help. Sign up for our next event – it’s rewarding, fun, and vital. #VolunteerMiami #OceanHeroes
• •Headline: Teach Them Young, Protect Forever. Body: Our 'Classroom on the Sand' brings vital environmental lessons to life for Miami's youth. By understanding the impact of plastic, we empower the next generation to be stewards of our beautiful beaches. Support our educational programs. #FutureStewards #MiamiKids
• •Headline: Your Saturday Morning Can Change Our Shores. Body: Swap your usual routine for an hour of meaningful action with Clean Miami Beach. It's a chance to connect with nature, meet like-minded people, and directly contribute to a cleaner, healthier Miami Beach for everyone. Sign up today! #CommunityAction #MiamiBeachLove