This content guide includes a series of considerations for developing ongoing copywriting that delivers exceptional Total Mental Health services to diverse employee groups.

These guidelines focus on minimizing potential harm to clients and maximizing our impact and reach in acquiring, serving, and retaining clients.

Topics covered

1. Be hopeful in our writing.
2. Be universally aspirational when describing goal-setting.
3. Define crisis-help services and provide continuous access to the Total Mental Health platform.
4. Acknowledge the mental health complexities of clients.
5. Use trauma-informed language that helps end mental health stigma
6. General guidelines for inclusive content writing
7. Show examples of techniques to increase understanding.
8. Avoid calling out people’s existing coping behaviours.
9. Embrace secular and cultural backgrounds.
10. Provide additional resources and give credit so people may learn more independently.
11. Test with people—we don’t have all the answers.
12. Review copy to confirm examples and tone are positive.

Importantly, there is nuance to these recommendations and context that depends on the care plan, article, and examples to consider.

The objective is not to blanket follow the recommendations as dos or don’ts, but to be considerate and ensure breaking the rules impacts engagement and care positively.

Let’s take a look at these topics in detail!