Non-profit web copy

ICENA is a non-profit that delivers training and consultancy on sexual violence to workplaces and organisations. They promote gender equality and seek to eradicate sexual harassment and violence in all forms. Their fees fund vital support services for UK survivors of sexual violence. When handling a topic this sensitive, it was essential to map out not only a clear tone of voice but also a framework of language to use to remain respectful and avoid perpetuating harmful myths and stereotypes. ICENA’s target audience ranges from schools to rape crisis centres to corporations, some with an in-depth understanding of the sexual violence sector and some with very little. With ICENA’s new web copy, I was able to address these disparate groups offering clarity on both the topic and how ICENA can help. Often, clients would feel nervous about contacting ICENA, afraid they would be shamed or made to feel stupid. It was important to allay these fears with clear, well-structured copy and a warm but impartial tone of voice. ICENA stands out because it is women-led and uses client fees to fund social impact projects. It was important to make this clear in the copy to encourage potential clients to reach out and expand the support ICENA can offer to survivors of sexual violence. Since the copy went live, ICENA has seen a significant increase in bookings and enquiries and made incredible contributions to supporting sexual violence survivors. "Sally is a delight to work with. She’s taken a difficult topic and written some great content for our website. We loved working with her to develop our organisation’s ‘tone of voice’ and feel our website now reflects us and our organisation." — Naomi Butters, ICENA