Brand Tone

Empowering, Resilient, and Communitarian.

Brand Values

• •Peacebuilding
• •Gender Equality
• •Human Rights Defense
• •Community and Sorority
• •Economic and Political Empowerment

Best Practices

• •Lead with "We" and Collective Nouns: Always use inclusive language like "we," "our network," "together," and "community" to reinforce the core value of sorority and collective action.
• •Frame Challenges with Resilience: When discussing difficult topics like violence or inequality, always pair the problem with an action-oriented solution or a statement of strength (e.g., "Despite the challenges, we persist..." or "We turn adversity into action...").
• •Use Empowering Verbs: Center the copy around strong, active verbs that reflect their work, such as "build," "transform," "defend," "lead," "empower," "weave," and "demand."
• •Always Connect to the Bigger Picture: Explicitly link specific projects (like beekeeping) to the broader mission of peacebuilding, economic autonomy, or political empowerment. This ensures every communication reinforces the brand's core purpose.
• •Amplify Members' Voices: Whenever possible, use direct quotes, testimonials, and stories from the women in the Network. Authentic, first-person narratives are the most powerful way to convey the brand's tone and impact.

Social Perception

Courageous and Essential, Legitimate and Effective, Transformative Leaders.

Copy Examples

• •From Resistance to Power: Women Weaving Peace in Tolima. We are a network of Indigenous, Afro-descendant, and peasant women reclaiming our rights, our land, and our future. Join us.
• •Every woman who raises her voice for peace needs allies. For over 20 years, we have been fighting for a future free of violence in southern Tolima. Your support helps us train more leaders, create economic opportunities, and ensure our voices are heard in peacebuilding. Empower a woman, build peace. Donate today.
• •New beginnings smell like honey and sustainability! We are thrilled to launch our new beekeeping project, empowering 72 families with sustainable income and protecting our region's biodiversity. This isn't just about producing honey; it's about cultivating economic independence and resisting inequality. Together, we are building a sweeter future. #MujeresConstructorasDePaz #EconomiaSostenible #Chaparral
• •Peace is Built by Many Hands. Are You In? Our strength is in our network. We partner with professionals, students, and organizations who share our vision for a more equitable world. Whether you have expertise in law, marketing, or sustainable agriculture, your skills can help amplify the voices of women in one of Colombia's most resilient communities. Collaborate with us.
• •Recognizing violence is the first step to ending it. Our work focuses on creating safe spaces where women can learn their rights and find support. We don't just denounce injustice; we build the tools to overcome it through education, legal support, and community healing. Sorority is our most powerful shield. #NiUnaMenos #VBG #DerechosDeLasMujeres