ICENA - Tone of voice, web copy, social media and pitch decks

ICENA is an organisation that delivers training and consultancy on sexual violence to workplaces, schools and communities. 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.

🎯

Naomi, ICENA’s CEO, got in touch with me to rewrite the organisation’s web copy. We talked at length about the importance of language and tone of voice when handling a topic this sensitive. We wanted to find a way to communicate with all of ICENA’s customers and stakeholders, regardless of their knowledge or experience of sexual harassment and violence.

Screen capture of Icena print ad. Icena provide professional development and wellbeing training for frontline sexual violence workers.

✏️ 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 is a B2B, its 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. 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.

Following our initial web copy project, Naomi hired me on a monthly retainer to support with web copy updates, blog posts, social media, print ads, funding applications and award submissions.

Screen clip from ICENA web copy project. Heading reads: 'Build a safe, fair workplace'

💡

Since working together, ICENA has

seen traffic to their website increase by 35%
enjoyed a 70% increase in social media engagement
had a 100% success rate on funding applications and award submissions
noticed a significant increase in bookings and enquiries
become one of Natwest’s Top 100 Social Enterprises
secured work with clients including the NHS
been featured in Education magazine
been shortlisted for a National StartUp award
and Naomi earnt a spot on the Euclid Top 100 Women in Social Enterprise list

“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