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Guidelines and Tips for Copy

These guidelines help ensure that all content is written in a sensitive, neutral, and responsible manner. The goal is to describe suffering and impacts on people, animals, and the environment without using emotionalising, military, or politically charged language.

Principle

We use factual and respectful language that informs and supports without polarising or triggering.

 

Do not use

Certain terms are not suitable for campaigns, as they can be emotionalising, politically charged, or distressing.

The following list is not exhaustive and depends on context. Terms with a similar meaning or impact should also be avoided.

War & armed conflict

  • War, civil war, war of aggression, invasion

  • Military / armed conflict

  • Front / frontline, battle, fighting

  • Bombardment, air strike, missile strike, artillery

Military & weapons

  • Military, army, armed forces, soldiers, troops

  • Weapons, firearms, ammunition

  • Tanks, drones, fighter jets, missiles

Violence & political escalation

  • Violence, armed violence, massacre, bloodshed

  • Destruction, devastation (outside the context of natural disasters)

  • Terror / terrorism, attack

  • Extremism, radicalisation

  • Enemy, opponent, occupation

  • Regime, dictatorship, propaganda

  • Sanctions, power struggle, geopolitical, political escalation

Politically charged terms

  • Enemy

  • Opponent

  • Occupation

  • Regime

  • Dictatorship

  • Propaganda

  • Sanctions

  • Power struggle

  • Political escalation

War-related consequences with high trigger potential

  • War crimes

  • Ethnic cleansing

  • Genocide

  • Displacement, forced resettlement

  • Siege

  • War victims

 

Use instead

Neutral, descriptive, and solution-oriented language, for example:

  • Humanitarian crisis

  • Emergency situation

  • Suffering of the civilian population

  • Protection of civilians

  • Humanitarian aid

  • Medical care

  • Support for families

  • Aid in crisis regions

  • Reconstruction

  • Offering hope

This list is not exhaustive. Equivalent neutral terms may be used, provided they align with the principles outlined above.

 

Practical tips

  • Review the tone of campaign texts before publication

  • When in doubt, choose a more neutral, less pointed formulation

  • If you are unsure, contact support@trueturn.com. We are happy to help.