Our verbal brand identity
The words we use are as big a part of our brand as our logo, colours and photography. They communicate who we are, what we do and how we do it. By writing about our work with consistent messaging and a tone that reflects our personality, we will have a voice our supporters recognise, relate to and trust.
That doesn’t mean we use the same language for every audience and channel. Just as we all do in our daily lives, the Leprosy Mission should adapt the way we speak depending on who we are talking to, while still being recognisably us.
These guidelines will help you write on behalf of the Leprosy Mission, whatever team you’re in and whoever you’re communicating with.
Vision, mission and values
Our vision, mission and values underpin our brand messaging and tone of voice. They sit behind the scenes, driving what we do and how we do it.
Vision: leprosy defeated, lives transformed.
Mission: following Jesus Christ, the Leprosy Mission seeks to bring about transformation; breaking the chains of leprosy and empowering people to attain healing, dignity and life in all its fullness.
Values: because we follow Jesus Christ, we value compassion, justice, integrity, inclusion and humility.
Messaging: healing wounds, touching lives
Our messaging communicates who we are, what we do and how we do it. By using our messaging in your writing, you’re helping our audiences to recognise us and get to know us.
Leprosy is a preventable and curable disease. But the stigma around it means it goes undiagnosed and untreated, leaving people disabled, isolated and in poverty.
The Leprosy Mission transforms the lives of people living with leprosy. We believe everyone with leprosy has the right to live life in all its fullness.
We work in ten countries in Africa and Asia, with governments, local churches and other organisations, to heal the physical, emotional and social wounds of the disease.
We use the latest treatments and approaches based on scientific evidence. And we deliver them with care.
By diagnosing and treating people, supporting those with disabilities, and bringing communities together, we enable people with leprosy to live life in all its fullness.
By supporting the Leprosy Mission, you touch the lives of the poorest and most stigmatised people in the world.
We serve future generations by working to end the transmission of leprosy, so they may be born into a world free from the disease.
Our Christian identity is at the heart of who we are and everything we do. In 1874, our founders, Wellesley and Alice Bailey, saw the suffering of people living with leprosy and were determined to do something about it. Like them, we are committed to defeating leprosy and showing the love of Christ to the people affected.
Everything we do is focused on our mission to break the chains of leprosy and empower people to attain healing, dignity and life in all its fullness.
Our 2019-23 Strategy has three goals:
Zero leprosy transmission
Ending the transmission of leprosy is our greatest priority. To do this, we share our expertise with health services to diagnose the disease early and treat it through medical care. We increase awareness of leprosy and challenge cultural misconceptions with evidence. So people affected seek the support they need.
Zero leprosy disability
We aim to reduce the likelihood of people with leprosy being disabled after diagnosis. We work with hospitals, health centres and people affected to improve treatment, self-care and inner wellbeing. And we help communities support people physically, mentally and spiritually.
Zero leprosy discrimination
We partner with human rights organisations and people affected by leprosy to end the stigma associated with the disease, so they can be understood, respected and included. We tackle discriminatory laws and practices. We support local champions. And we improve people’s living and working conditions.
To achieve our goals:
- We support and protect our staff to be the best they can be.
- We engage people in our work and make it easy to support us.
- We speak with one voice globally to raise awareness and call for action.
- We strengthen our partners and invest in research.
- As a Christian organisation, our strategy is Christ-centred, with prayer and spiritual growth at the heart of our work and decision making