Brand Tone

Respectful, Reverent, Educational, Informative, Empowering, Inspirational, Urgent, Necessary, Community-Oriented

Brand Values

• •Historical Preservation
• •Racial Justice & Equity
• •Health Equity
• •Courage & Sacrifice
• •Education & Awareness
• •Storytelling & Representation

Best Practices

• •Always Prioritize Respect and Accuracy: Given the historical and sensitive nature of the subject, every piece of copy must be deeply respectful of the individuals involved and factually accurate. The tone should never be flippant or exploitative.
• •Emphasize the 'Why': Connect the copy back to the core mission – preserving history, honoring sacrifice, educating the public, and promoting justice. This reinforces the brand's values and maintains a purposeful tone.
• •Use Storytelling: The brand is built around a powerful narrative. Use storytelling techniques in copy to engage the audience emotionally and make the historical figures relatable, while maintaining a reverent tone.
• •Educate, Don't Just Announce: While promoting the docu-series is important, ensure copy also provides educational value about the Black Angels, their context, and their impact. This aligns with the educational and informative aspects of the brand tone.
• •Maintain a Consistent Voice Across Platforms: While the style might adapt slightly for different platforms (e.g., more concise on TikTok), the core tones (respectful, educational, empowering) should remain consistent. Develop a simple style guide for all communicators.

Social Perception

Important & Necessary Work, Educational Value, Anticipation & Support, Emotionally Resonant, Credible & Well-Researched

Copy Examples

• •Their Courage Changed History. Their Story Must Be Told. Discover the Black Angels.
• •Unsung heroes of healthcare. The Black Angels faced down tuberculosis and discrimination with unwavering bravery. Learn their names, honor their legacy. #BlackAngelsProject #HiddenHistory #MedicalHeroes #BlackHistoryMonth
• •Help us preserve the legacy of the Black Angels. Your support allows us to share their incredible story of sacrifice and resilience with the world. Donate today and become a part of their enduring impact.
• •Forgotten by many, remembered by us. The Black Angels Project brings to life the extraordinary true story of the nurses who risked everything. Coming soon. #TheBlackAngelsDoc #HistoryUncovered
• •Did you know? The Black Angels were critical in fighting tuberculosis at Seaview Hospital when others wouldn't. Their bravery saved lives. courageous nurses, vital history. #BlackAngelsFacts #NursingHistory #StatenIsland