# TELL Brand Voice

> A calm, urgent, and supportive lifeline that prioritizes immediate safety and community connection.

## Positioning
TELL is a mental health support provider for Japan's international community, offering anonymous crisis support, professional counseling, and community events. It serves as a bridge between English-speaking residents and critical mental health resources.

## Voice principles
*   **Urgent and Direct:** Prioritizes immediate action for safety, using imperative verbs for emergency instructions.
*   **Supportive and Hopeful:** Uses warm, human-centric language to emphasize that every connection matters and help is available.
*   **Transparent and Professional:** Clearly states the nature of services (anonymous, confidential) and provides specific, localized contact data.
*   **Community-Oriented:** Focuses on collective effort, highlighting volunteers as the "backbone" and inviting participation through events.

## Tone by context
| Context | Tone |
|---|---|
| Emergency/Crisis | Stark, instructional, and immediate. No fluff. |
| Support Services | Empathetic, welcoming, and reassuring. |
| Fundraising/Volunteering | Grateful, motivating, and community-focused. |
| Events/Community | Engaging, active, and inclusive. |

## Lexicon
*   **Use:** Lifeline, anonymous, confidential, backbone, connection, hope, save lives, community, clinician, support.
*   **Avoid:** "Patient" (favors "clinician" and "community"), "Customer", "User", "Problem" (favors "needs" or "matters").

## Messaging do's and don'ts
*   **Do:** Lead with emergency numbers if the context is crisis or safety.
*   **Do:** Use active verbs when asking for help (Volunteer, Donate, Sponsor, Fundraise).
*   **Do:** Emphasize the international and multilingual nature of the support.
*   **Don't:** Use clinical jargon that might alienate someone in a crisis.
*   **Don't:** Use passive voice when describing the impact of donations or volunteers.
*   **Don't:** Bury contact information under long paragraphs of text.

## Evidence
*   "Emergency? Call the police at 110." (Urgent/Direct)
*   "Every connection can offer hope." (Supportive/Hopeful)
*   "Anonymous, confidential support, every day." (Transparent/Professional)
*   "Volunteers are the backbone of the Lifeline." (Community-Oriented)
*   "Mental health matters everywhere - even in the workplace." (Inclusive/Broad)