Brand Tone

Empathetic, Supportive, and Urgent

Brand Values

• •Support and Assistance
• •Care and Compassion
• •Awareness and Advocacy
• •Community and Solidarity
• •Integrity and Trust
• •Recognition and Remembrance

Best Practices

• •Empathy First, Always: Every piece of copy, whether for a product, social media, or a donation appeal, should lead with empathy. Acknowledge the risks jockeys take and the challenges they face.
• •Focus on Impact: Clearly communicate how purchasing merchandise or donating translates into tangible support for jockeys and their families. Use storytelling and testimonials where appropriate (while maintaining privacy).
• •Use Inclusive and Supportive Language: Employ words like "community," "solidarity," "support," "care," and "together" to foster a sense of collective responsibility and compassion.
• •Maintain a Tone of Gratitude: Regularly express thanks to supporters, donors, and the wider racing community for their contributions and awareness.
• •Be Clear and Direct About the Need: While maintaining a hopeful outlook, don't shy away from clearly stating the dangers of the profession and the ongoing, urgent need for funding to support the Trust’s mission.

Social Perception

Highly Respected and Valued, Essential Support System, Trustworthy and Reputable, Dedicated to a Noble Cause

Copy Examples

• •Headline: "When the Race Ends, Their Battle Might Just Begin. Support a Jockey Today." Body: "Every ride carries a risk. For jockeys who dedicate their lives to the thrill of racing, a fall can mean more than just a lost race—it can mean lost income, mounting medical bills, and an uncertain future. Your purchase from the NJT store helps us provide a vital lifeline to these courageous athletes and their families in their toughest times. Wear your support, make a difference."
• •Social Media Post: "They give their all on the track. Let's give back when they need it most. 🙏 Every item you buy from store.njt.org.au directly funds critical support for injured jockeys and their loved ones. Help us be their safety net. #SupportOurJockeys #NationalJockeysTrust #RacingCommunity"
• •Product Description (for a branded cap): "More Than Just a Cap. This is a symbol of solidarity. A nod to the bravery of every jockey. A direct contribution to their well-being when injury strikes. Crafted for comfort and style, all proceeds from this cap go straight to the National Jockeys Trust, helping us provide essential financial and emotional support to Australia's jockeys in need. Wear it with pride."
• •Email Marketing Subject: "A Rider's Resilience, A Community's Care - See How You Help" Body: "Dear [Supporter Name], The courage of a jockey is undeniable. But when injury or illness strikes, their strength is tested like never before. Thanks to compassionate supporters like you, the National Jockeys Trust is there to help them navigate these challenging times. Every purchase from our store, every donation, fuels our ability to provide grants, support services, and a reminder that they are not alone. Shop our latest arrivals and continue to champion our jockeys: [Link to store]"
• •Website Banner: "The Finish Line Isn't Always the End. Help Us Support Jockeys Beyond the Track. Shop NJT Merchandise."