Principle
We use factual and respectful language that informs and supports without polarising or triggering.
Do not use
Certain terms are not suitable for campaigns, as they can be emotionalising, politically charged, or distressing.
The following list is not exhaustive and depends on context. Terms with a similar meaning or impact should also be avoided.
War & armed conflict
War, civil war, war of aggression, invasion
Military / armed conflict
Front / frontline, battle, fighting
Bombardment, air strike, missile strike, artillery
Military & weapons
Military, army, armed forces, soldiers, troops
Weapons, firearms, ammunition
Tanks, drones, fighter jets, missiles
Violence & extremism
Violence, armed violence, massacre, bloodshed
Destruction, devastation (outside the context of natural disasters)
Terror / terrorism, attack
Extremism, radicalisation
Politically charged terms
Enemy
Opponent
Occupation
Regime
Dictatorship
Propaganda
Sanctions
Power struggle
Geopolitical
Political escalation
War-related consequences with high trigger potential
War crimes
Ethnic cleansing
Genocide
Displacement, forced resettlement
Siege
War victims
Use instead
Neutral, descriptive, and solution-oriented language, for example:
Humanitarian crisis
Emergency situation
Suffering of the civilian population
Protection of civilians
Humanitarian aid
Medical care
Support for families
Aid in crisis regions
Reconstruction
Offering hope
This list is not exhaustive. Equivalent neutral terms may be used, provided they align with the principles outlined above.
Practical tips
Review the tone of campaign texts before publication
When in doubt, choose a more neutral, less pointed formulation
If you are unsure, contact support@trueturn.com. We are happy to help.