Content style guide

This is a guide to help us write clear and consistent content. Please use it as a reference when you’re writing or editing content for the Greenpeace UK website.

Our style guide goes beyond grammar and punctuation, also explaining how we express ourselves as an organisation.

The focus is a practical one, building on the strategic bedrock of the communications and engagement strategy.

Where something isn’t specified here, please follow the Guardian style guide. Where something isn’t explicitly covered in the Guardian style guide, follow Guardian usage.

This is a live style guide and we are constantly adding to it and revising current sections. If you have suggestions for things to include, please get in touch with the content editorial team.

Abbreviations and acronyms

Avoid using abbreviations and acronyms whenever possible. If you really need to use an abbreviation or an acronym, spell it out the first time you…

Active voice

Use the active voice. Avoid the passive voice. In the active voice, the subject of the sentence does the action. In the passive voice, the…

Bold and italics

We don’t use bold in normal text on the website. Where they improve clarity and help to make the point, we use italics to emphasise…

Bulleted lists

Bullet points are great for emphasising important information. Use them when the items in your list are in no particular order. And do so sparingly:…

Buttons

Buttons should always contain actions. The language should be clear and concise. Capitalise only the first word. Standard buttons on our site include: Sign the…

Capitalisation

We follow Guardian style for capitalisation. Where something isn’t explicitly covered in the Guardian style guide, follow Guardian usage. Mostly that means minimising the use…

Content elements

Content principles

These principles underpin all our content and the way that we work to produce content. We keep them in mind when planning, creating, delivering and…

Describing Greenpeace

These are some examples of how we describe ourselves and our work: For a green and peaceful world. Standing together for a green and peaceful…

Fundamentals

Write for all readers. Some people will read every word you write. Others will just skim. Help everyone read more easily by grouping related ideas…

Headings

Typography and hierarchy is important. It’s a vital element of our design. H1 and h2 tags are used by search engines to understand the structure…

Inclusivity

We want to ensure that our content is accessible and welcoming to everyone who uses it. Inclusive language helps us to be more accurate and…

Language and style

A list of words or phrases and how to use them. Words to avoid. Guidance on usage, capitalisation, spelling etc. Where something isn’t specified here,…

Links

Provide a link whenever you’re referring to something on an external website. Use links to point users to relevant content elsewhere on the website and…

Numbers

Use words from one to nine and then numerals from 10 upwards. Always use words at the start of a sentence. Where using a numeral adds…

Punctuation

Punctuation helps readers understand our content, clarifying, signposting and generally making life smoother for everyone. To make sure that all the dots, lines and squiggles…

Quotes

Pull quotePull quotes can be used to highlight a short passage from the text and to visually break up the flow of text. Pull quotes…

Spelling

We follow Guardian style on spelling, using British English, so, for example, we use -ise rather than -ize.

Tone

Whenever we create content, we consider the context and what our audience might find relevant and motivating. We don’t change who we are, but we…

Voice

Our voice is the Greenpeace personality, as expressed through content: on our website, on social media, in emails. It’s distinctive, flexible and identifiable; it’s the personification…

Web accessibility

Accessibility is important for everyone, not just people with disabilities. Trying to read a non-responsive website on a phone with a terrible data signal shows…

Words to use; words to avoid

This section is still being worked on. We'll upload a more comprehensive list of words soon. To describe ships: it She or any other female…