Writing in different tones

We can adapt tone to purpose by changing our levels of stridency and force. These can be dialled up or down as needed.

Like this, using the fair places value


Make sure talk of crisis is focused on a crisis of environment, not of individual behaviour. Use the stage and rivers metaphor to keep focus on people’s surroundings and context.


We can also dial up or down the scale of an identified problem: “We urgently need to close the floodgates” indicates a bigger challenge than calls to “balance the flow.”

See how BiteBack 2030 have put this into practice with an open letter from young people

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