Brand Tone

compassionate, empowering, urgent, and hopeful. It is also informative, authoritative (as experts in their field), and activist-driven.

Brand Values

• •Survivor-centred
• •Compassion
• •Empowerment
• •Resolve
• •Hope
• •Justice and Accountability
• •Integrity and Independence
• •Solidarity
• •Ethical Sourcing

Best Practices

• •Always Re-center on the "Why": Before writing any copy, briefly reconnect with the core mission: to support survivors of torture and advocate for their rights. This ensures the underlying purpose shapes the tone.
• •Prioritize Survivor Voices (Ethically): Where appropriate and with consent, let the resilience and experiences of survivors (even if anonymized or thematic) inform the emotional core of the copy. Ensure this is always done with dignity and respect.
• •Balance Urgency with Hope: While the issue of torture is dire and requires urgent action, the copy should also convey hope, healing, and the positive impact of support. Avoid language that solely focuses on despair.
• •Use Empowering Language: Frame supporters and survivors not as passive players but as active agents of change. Use verbs that inspire action and convey strength (e.g., "stand with," "empower," "rebuild," "fight for," "champion").
• •Maintain a Unified Glossary/Style Guide: Develop a simple guide for key terms, phrases, and the overall emotional feel expected in communications. This helps ensure anyone writing copy, whether for a product description, social media post, or email, aligns with the established brand voice of compassion, empowerment, and resolve.

Social Perception

credible, vital, and respected human rights organization. They are seen as a crucial provider of specialized therapeutic services for torture survivors and a significant advocacy voice.

Copy Examples

• •Wear a symbol of resilience. This t-shirt isn't just a garment; it's a statement of hope for a world free from torture. Every purchase helps survivors rebuild their lives and find healing. Shop with purpose.
• •Give the gift of healing. Your donation of [Price] can provide a vital therapy session for a torture survivor, offering them a safe space to process trauma and reclaim their future. Be their lifeline today.
• •Stand for humanity. Our shop is more than just products – it's a way to directly support survivors of torture. From ethically sourced gifts to apparel that speaks out, every item fuels our fight for a world where no one has to endure the unspeakable. Shop now and make a difference. [Link to shop]
• •Taste of community, stories of survival. Our 'Recipes from Home' cookbook brings together cherished dishes and the powerful stories of those who found safety on our shores. Each purchase supports our work helping survivors heal and rebuild. Share a meal, share their journey.
• •New Ways to Show Your Solidarity: Discover fresh arrivals in our shop, thoughtfully designed to carry a message of hope and action. Your support empowers survivors on their path to recovery and amplifies their voices. Because together, we are louder. [Link to new arrivals]