Language style
All written material (this includes all letters, fundraising appeals, other correspondence and publications) from Alzheimer's Society must take a 'customer' focus. The customers or stakeholders are carers and people with dementia - the reason why we exist.
In order to illustrate the difference that we make to people with dementia and people affected by dementia it is key that we feature the benefits to the 'customer'.
The following is to be a guide:
| Correct approach | Incorrect approach |
|---|---|
| People affected by dementia can discuss their concerns in confidence with trained helpline advisers on the Alzheimer's Society Dementia Helpline. | Alzheimer's Society Dementia Helpline offers confidential advice. |
| You can access accurate and the most up to date information about dementia through Alzheimer's Society information sheets, so you can help your loved one make the right decisions. | Alzheimer's Society produces a wide range of information sheets to... |
At every opportunity we must highlight the real benefits that the customer/stakeholder can get rather than communicating how well we are operating (a move away from an Alzheimer's Society focus).
Tone of voice
We must address people with dementia and carers as partners and equals when communicating with them. Address them on a one-to-one basis and ensure the focus is on them and not us.
The following is to be a guide to tone of voice:
| Emphasis | Correct approach | Incorrect approach |
|---|---|---|
| Partnership, not dictatorship or patronising | We know you have a great deal of knowledge and experience - let's work together! | We know best! |
| Them, not us | You will find… you can… you are able to… People with dementia are supported by… | Alzheimer's Society offers x or y. Our services provide… |
| Active, not passive | Together we can help people with dementia I would like to assure you. Thank you very much for your donation | People with dementia can be helped. Please be assured. Your donation is sincerely appreciated. |
| Open and friendly, not cold and formal | Please ring me on... I am replying to your letter of 4 May | Please don't hesitate to call With regard to your letter of 4 May |
| Simple, not complicated | About me | In connection with, concerning |
Language to use
| Do not use | Try to use |
|---|---|
| Senile dementia | Alzheimer's disease and Alzheimer's dementia |
| Demented | See above |
| The disability, invalid | People with disabilities |
| Mentall ill | People with mental health problems |
| The aged | Older people |
| Suffer, victim, afflicted by | People living with Alzheimer's, Alzheimer's patients |
| Feeding, toileting and dressing (imply a passive recipient of care) | Need help with eating, washing and using the toilet |
| Mentally handicapped, slow, retarded | People with a learning disability |