Tone of Voice

Our tone of voice reflects Aflatoun International’s unique position as a trusted partner in global education – professional yet accessible, authoritative yet warm. We communicate with the confidence that comes from over two decades of impact while maintaining the approachability that makes complex financial and social concepts understandable to diverse audiences worldwide.

Our Voice Characteristics

Empowering and Optimistic
We believe in the potential of every child and young person. Our language reflects this optimism while acknowledging real-world challenges. We focus on possibilities, growth, and positive change rather than limitations or problems.

Clear and Accessible
Complex educational concepts are made simple without being simplified. We use plain language that translates well across cultures and languages, avoiding jargon that might exclude or confuse our global audience.

Respectful and Inclusive
We honor the diverse cultures, contexts, and capabilities within our network. Our communication acknowledges different perspectives and experiences while maintaining universal principles of respect and dignity.

Action-Oriented
Our language motivates and inspires concrete steps toward positive change. We use active voice and specific examples to demonstrate impact and encourage engagement.

Communication Style Guidelines

Do Use:

• “Empower” rather than “help” when describing our approach
• “Partners” instead of “beneficiaries” when referring to organisations we work with
• “Young people” or “children and youth” rather than generic terms
• Concrete examples and specific outcomes
• Positive framing that acknowledges challenges while emphasizing solutions

Examples of appropriate language:

• “Aflatoun empowers children to discover their potential through social and financial education.”
• “Our partners across 116 countries are creating lasting change in their communities.”
• “Young entrepreneurs are building social enterprises that benefit their neighborhoods.”
• “Together, we’re fostering financial literacy that opens doors to opportunity.”

Avoid:

• Patronising or paternalistic language
• Overly academic jargon or complex terminology
• Negative framing that emphasises problems over solutions
• Generic development sector clichés

Examples of Inappropriate Language:

• “We save children from poverty” (positions us as saviours)
• “Disadvantaged youth need our intervention” (deficit-focused and patronising)

Audience-Specific Adaptations

For Educators and Partners:
Professional yet collaborative, emphasising shared expertise and mutual learning. Use education-specific terminology when appropriate, but maintain accessibility.

For Funders and Stakeholders:
Confident and results-focused, with clear evidence of impact. Balance optimism with a realistic assessment of challenges and sustainable solutions.

For Public Communications:
Warm and inspiring, emphasising the human stories behind our work while maintaining professionalism and credibility.

Global Considerations:
Remember that our communications reach audiences in 116+ countries with different cultural contexts, languages, and communication styles. Use language that translates well and avoids cultural assumptions or references that may not resonate globally.

Consistency Principle:
Whether writing a formal report or social media post, our voice remains recognisably Aflatoun -empowering, clear, respectful, and action-oriented.