During my time leading the Copy team at the NSPCC, the UK’s leading children’s charity, I was the tone of voice guardian. I made sure our brand guidelines and A-Z style guide were updated regularly so our comms remained relevant and consistent.

I also devised and delivered training to more than 500 colleagues which covered how to apply our tone of volce and how to write clearly and concisely for diverse audiences.

As part of a rebrand in collaboration with JKR, I devised a suite of tone of voice materials for leading LGBTQ+ rights charity Stonewall. I distilled the voice into six key qualities, with a focus on bold but accessible communications.

This included:

• a full style guide;

• short, medium and long boilerplate copy;

• examples to bring the tone of voice to life; and

• a 60-minute workshop selling in the new guidance and training colleagues in best practice.

Childline is a free, confidential service for young people. A common misconception is that it’s only there for people experiencing abuse or suicidality.

I updated Childline’s pages about mental health to make the tone of voice more casual and empathetic. The pages are now more empowering, person-centred and clear that Childline is there for everyday struggles as well as times of crisis.