With every piece of content we publish, we aim to:

• Speak plainly. Help people understand what We Don’t Have Time is by employing a simple, fact of the matter style that informs them and encourages them to engage with our review platform.
• Encourage. In practically everything you write, your task is to encourage people to get active for the climate. Do this in a respectful way. Put yourself in their shoes, and don’t patronize them. Remember that everyone needs to start working with us from their current position.
• Include everyone (except deniers). Our users come from all over the world and are part of many different cultures. Many don’t use English as a first language and some may not even have been studied English at school. Use direct, ordinary words and phrases. Write with style, but choose the simpler alternative. Say “Do you understand what we just said?” not “To what extent do you apprehend the previous discourse?” Also, don’t use slang, abbreviations, or cultural references that you know some people won't understand. Say, “Try it, the chance may never come again” not “YOLO”.
• Educate. Tell readers what they need to know, not just what we want to say. Give them the exact information they need, along with opportunities to learn more.
• Call to action. In a friendly way, tell people to act. Also, tell them that they should be friendly when they act. Be pretty direct about it. Why they should act really needs no motivation, so focus on how. If anyone does ask you why, go to the beginning of this list, and speak plainly about the climate crisis.

In order to achieve those goals, we make sure our content is:

• Clear. Understand the topic you’re writing about. Use ordinary words and sentences.
• Useful. Before you start writing, ask yourself: What purpose does this serve? Who is going to read it? What do they need to know?
• Friendly. Write like a human. Don't be afraid to break a few rules if it makes your writing more relatable. All of our content, from informative homepage copy to system alerts, should be warm and human.
• Appropriate. Write in a way that suits the situation. Just like you do in face-to-face conversations, adapt your tone depending on who you’re writing to and what you're writing about.

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