Brand Tone

Empowering, Urgent, and Informative

Brand Values

• •Immigrant and Refugee Centered
• •Inclusion and Equity
• •Collaboration and Community
• •Advocacy and Action

Best Practices

• •Lead with People: Always center the stories, voices, and experiences of immigrants and refugees. Use testimonials and personal narratives to make policy issues human and relatable.
• •Balance Urgency with Hope: While it's important to convey the urgency of political challenges, always balance it with an empowering message of hope, community strength, and the positive impact of taking action.
• •Be Clear and Actionable: Avoid jargon. Clearly explain what a policy means for the community and provide a simple, direct call to action in every relevant post (e.g., "Donate Now," "Call Your Rep," "Sign the Petition").
• •Speak as a "Coalition": Use inclusive language like "we," "our community," and "together" to reinforce the brand's collaborative value. Highlight partnerships with member organizations to show collective strength.
• •Adapt Tone to the Platform: While the core voice remains the same, the tone can be adjusted. Twitter is ideal for rapid-response news and legislative updates (Urgent, Informative). Instagram is better for visual storytelling and celebrating individuals (Empowering). Facebook can be used for longer-form community updates and events.

Social Perception

The MIRA Coalition is highly respected and perceived as a legitimate and impactful leader in its field. It is regarded by media and government as a go-to source for information and commentary on immigrant and refugee issues in Massachusetts. The coalition is seen as successful in its mission, securing major grants, achieving policy goals, and providing tangible assistance to thousands. Volunteers and community members view the organization as passionate, welcoming, and genuinely dedicated to helping the people it serves.

Copy Examples

• •Your Voice Can Change a Life. Our Community Can Change the Law. Join the MIRA Coalition and Fight for an Inclusive Massachusetts.
• •Urgent: Policy changes threaten our neighbors. Your support is needed now.
• •Meet Maria, a leader, a voter, and a New American. The journey to citizenship is a testament to resilience. We're honored to be a part of her story and the story of thousands more who make our Commonwealth stronger. #Inclusion #ImmigrantRights
• •Ready to make a direct impact? We need volunteers to help new Americans practice for their citizenship interviews. Your time and encouragement can make all the difference. Sign up today!
• •The Safe Communities Act is vital for the well-being of ALL residents. It builds trust and ensures local resources are used for local needs. We urge the State House to pass it without delay. #mapoli #SCA