Tone and Voice

The tone and voice of the Strongest Families brand is that of warmth, caring and welcoming. The brand image is a clean, modern aesthetic with bright colours that add an element of energy and excitement. However, through the programs and content within the established tone is one of professional, expertise in mental health while maintaining a warm and welcoming undertone to messaging.

SFI’s online presence is one of a supportive and encouraging nature. Given the context of the work done by SFI, our presence does not include satirical content but conveys a tone of professionalism. SFI’s mission is to remove barriers to care. As such, it’s important all our content is at a grade 5 comprehension level to reach a broad audience. We are not an advocacy organization and any stats for mental health or advocacy must be considered carefully. Strongest Families consideration must be given to the potential mental health of our audience and therefore language is positive, uplifting and encouraging—avoid using negative terms. SFI is non-partisan and non-religious in its online presence.

Audiences

SFI has four core audiences that interact with content, children/youth, parents, adults, and military members. Consideration must be given to the audience to which is being communicated, and how the tone and voice of the messaging will reach them.