Updated February 2025

Tone & Voice

A set of guidelines on the brand's tone of voice, writing style, how we write slogans, and more.

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Content

Established Writing

Official form of the name

Yellow Ribbon
Yellow Ribbon Run
Yellow Ribbon Run Czechia

Declension

Yellow Ribbon Run is indeclinable.

How do we talk about us?

In communication, we refer to ourselves using the first-person plural form, emphasizing joint efforts and teamwork. We want the community to feel like part of our team.

Articles and prepositions

We say „with as at the Yellow Ribbon Run“ and „sign up for the Yellow Ribbon Run”.

Incorrect forms, abbreviations

DO NOT USE: Yellow ribbon run, YELLOW RIBBON RUN, Yellow Ribbon Run ČR, YRR, Yellow ribbon (in all forms)

Register

DO NOT USE: Yellow ribbon run, YELLOW RIBBON RUN, Yellow Ribbon Run ČR, YRR, Yellow ribbon (in all forms)

The written word

In written text, we use Yellow Ribbon Run. „The Yellow Ribbon Run is an educational running race that promotes the integration of people with criminal history back into the society."We do not use YRR in written text.

Website notation

yellowribbon.cz (we never write it with “www”)
yrr.cz (we never write it with “www”)

Voice of the Brand

Our communication style is characterized by

  • is friendly but moderate: We want to create trust and closeness while maintaining professionalism.
  • informs: We provide clear and understandable information about our project and activities.
  • motivates: We inspire participating in the run, supporting the project, and sharing.
  • is empathetic and respectful: We strive to use sensitive language that minimizes stigmatization and emphasizes the humanity and dignity of individuals. We avoid terms with negative connotations and instead choose more neutral terms - for example, "person with a criminal past" rather than "prisoner".
  • uses literary language: understandable to the general public.
  • includes using emoticons: (choose) where appropriate - especially on social media or in communication with specific groups such as runners.
  • uses a polite form of addressing individuals and plural to address the community: Many languages employ a plural form of the second person - “you” - or some other device to show respect for someone older or in authorit

Key Messages

The basic phrases or messages that the brand communicates.

Our vision is to give people with criminal records and their families a second chance at a respectable life. We believe that everyone who has served their time, whether in prison or through alternative sentencing, deserves a second chance. That means being able to work, have adequate housing, and live without prejudice. At the same time, we don’t want these people’s children to carry the burden of their parents' past. We also believe people should not pay twice for their offences - first by serving a sentence and then by lifelong exclusion from ordinary life.

Slogan

Run away from prejudice!

Basic phrases

The Yellow ribbon we'll pin on
Together we'll give a second chance
Contribute to crime prevention
Don’t let that run away
Children and families of ex-convicts are the invisible victims of crime.

Hashtags

#runawayfromprejudice #yellowribbonrun #yellowribbon

Examples of texts

„7 out of 10 people go back to prison“ (title)

The Yellow Ribbon Run helps reduce recidivism by supporting the integration of people who have a criminal past back into the community. (text)

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