Brand Tone

Relatable and Friendly, Empathetic and Supportive, Educational and Informative, Humorous and Lighthearted (where appropriate), Modern and Fresh, Destigmatizing and Normalizing

Brand Values

• •Accessibility
• •Education
• •Destigmatization
• •Empowerment
• •Community and Support
• •Social Responsibility (Give-Back Program)

Best Practices

• •Embrace Empathy and Relatability: Always write from a place of understanding. Use "we" and "you" to foster a direct, friendly connection. Acknowledge feelings without judgment (e.g., "It's okay to feel a little stressed, we're here to help.").
• •Prioritize Clarity and Simplicity: When discussing sensitive health topics, avoid jargon. Explain how the product works in straightforward, easy-to-understand language. Make information digestible and accessible.
• •Use Humor Thoughtfully (and Sparingly): While Julie uses humor effectively to destigmatize, ensure it’s always appropriate to the specific message and platform. The goal is to lighten the mood and make the topic less intimidating, not to make light of someone's situation.
• •Be Consistently Supportive and Empowering: Every piece of copy should reinforce the message that the individual is in control and has support. Use positive, affirming language that encourages informed choices.
• •Maintain Visual and Verbal Cohesion: Ensure the copy's tone aligns with the visual branding (bright, modern, approachable). Use consistent terminology and phrasing across all platforms to build a strong, recognizable brand voice that is always focused on education and destigmatization.

Social Perception

Positive and Progressive, Relatable and Trustworthy, Destigmatizing Leader, Youth-Focused, Appreciation for Mission

Copy Examples

• •Headline: Oops moments happen. Julie's here. Body: No shame, no stress. Just a simple, clear way to prevent pregnancy after unprotected sex. Grab Julie over-the-counter. We got you.
• •Social Media Post (Image: Bright, friendly flat lay of Julie product): Your "just in case" BFF. Julie is emergency contraception that's easy to find, easy to understand, and easy to use. Because taking care of you should always be this simple. #JulieCare #EmergencyContraception #MyBodyMyChoice
• •Short Video Ad Script (Upbeat, informative tone): (Scene: Diverse young adults talking openly) "Worried about a 'what if?' Julie gets it. It’s emergency contraception that works by stopping an egg from being released. The sooner you take it, the better. No judgment, just facts and support. Find Julie on shelves or online."
• •Website Banner: Feeling unsure? You're not alone. Julie offers clear info and a morning-after pill that’s all about empowering *your* choices. Learn more and take control.
• •Email Subject Line: We're destigmatizing EC, together. Email Body Snippet: Let's talk openly about emergency contraception. At Julie, we believe knowledge is power and there's zero room for shame. That's why we're making EC accessible and understandable. Plus, every Julie you buy helps someone in need.