Brand Tone

Inspirational and Hopeful, Authentic and Vulnerable, Positive and Resilient, Advocacy-driven and Educational

Brand Values

• •Family
• •Resilience
• •Advocacy
• •Living Fully
• •Authenticity

Best Practices

• •Lead with Vulnerability, End with Hope: Start by honestly sharing a challenge or a moment of difficulty, but always pivot to a message of resilience, hope, or the joy they found in the moment. This reflects their core narrative.
• •Center Jordan's Voice and Spirit: Even when Christa is writing, the copy should reflect Jordan's personality her strength, humor, and love for life. Frame the narrative around her experiences and dreams.
• •Use "We" and "Our" to Foster Community: Consistently use inclusive language to bring the audience into the family's journey. Phrases like "our community," "you helped us," and "we did it together" strengthen the bond with their followers.
• •Connect Everything Back to the "Why": Whether posting about a trip, a product, or a daily update, tie it back to the core mission: living fully, raising awareness for GAN, and finding a cure.
• •Balance Advocacy with Everyday Life: Mix content that educates about GAN and fundraising needs with lighthearted, fun, and relatable family moments. This makes the brand feel authentic and prevents audience fatigue, keeping them engaged in the long term.

Social Perception

The public perceives Goingwiththegagnons as a deeply inspiring and courageous family. Their audience is highly engaged and acts as a supportive community, often rallying to help them achieve goals, from fundraising to connecting with brands. They are seen as authentic advocates who are making a tangible difference. Their willingness to be vulnerable has fostered a strong, loyal following that champions their cause and celebrates their journey.

Copy Examples

• •They said a terminal diagnosis would be the end of her world. We decided to show her the world instead. Every stamp in this passport is a testament to hope, and every day is a gift. #GoingWithTheGagnons #RareDiseaseAwareness #DreamItDoIt
• •Some days are for tests, tubes, and tough conversations. But even on those days, we find a reason to smile. It not about ignoring the storm; it about learning to dance in the rain. 🖤 #HospitalLife #Resilience #GAN
• •Wear your strength. Our 'I AM RESILIENT' hoodie isn't just a piece of clothing; it's a statement. Inspired by Jordan's incredible journey, it a reminder that you can face anything. 20% of every purchase funds research for rare diseases. #IAmResilient #ShopForACause
• •We've learned so much about living fully from this journey. What one thing on your 'Dream It, Do It' list? Share it below let inspire each other to live our biggest adventures! 👇 #BucketList #Community
• •This isn't just a wheelchair. It freedom. It adventure. It Jordan key to seeing more of the world. We're trying to make her next big dream a reality, and we can't do it alone. Link in bio to learn how you can help. #NothingWillStopUs