World Scouting connects with people across many cultures, languages, and regions. Our tone should be clear, respectful, and inspiring, and consistent across teams and platforms. Writers are encouraged to be flexible — and even playful — in format and style, as long as our shared voice and values remain clear.
Our voice should feel friendly and engaging. We communicate with optimism and purpose, highlighting what young people are doing to make a positive difference, rather than speaking about them from a distance.
Above all, our writing should sound like it comes from one Movement, speaking with one voice - even when content is created by different teams and authors.
Find out more in our Brand Centre.
💬 Clear, concise, and accessible
Unless specified, internal and external communications should be written for an audience of young, educated adults who are competent but not native English speakers.
- Use language that is clear, concise, and unambiguous
- Keep sentences and paragraphs short. Aim for no more than 3 lines per sentence and 5 lines per paragraph.
- Avoid idioms, slang, and culturally specific references
- Explain acronyms and context on first use
Using the active voice is a straightforward way to ensure clearer and more concise sentences.
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💬 People-first, impact-driven storytelling
Effective storytelling combines narrative with data to demonstrate a clear and measurable impact. It should help readers understand a challenge or opportunity, helping the audience see and experience something instead of just hearing about it.
Content should focus on the experiences of Scouts and volunteers to illustrate impact at local, national, and global levels. Organisations should provide context rather than be the main focus. Avoid simple event reporting and prioritise youth voices wherever possible.
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Prefer: Scouts shared how the workshop improved their NSO's national safeguarding policy.
Instead of: The NSO of Fiji delivered participation outputs on Safe from Harm.
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💬 Jargon, institutional, or bureaucratic language
Like many organisations, Scouting uses phrases and words that are unfamiliar to those outside the Movement - and sometimes even those within it. To ensure that our communications are understood by both those within Scouting and beyond, opt for phrasing that can be understood by all audiences.
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Prefer: Scouterna, the National Scout Organization of Sweden, supported young people to lead projects in their communities.
Instead of: The NSO strengthened youth-led capacity building.
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Business language and cliches, such as “thinking out of the box” or “working in silos”, should also be avoided. Our language should feel welcoming and grounded in real-life experiences, not technical or distant.
Use foreign-language terms only where no clear English equivalent exists. These do not need italics (e.g. “ad hoc”, “de facto”).
💬 When to use “we”
The first person “we” may be used in official statements (e.g. circulars), leadership messages, or content that clearly expresses the collective position of World Scouting. In storytelling or informational contexts, avoid using “we” and instead use a neutral, third-person voice (e.g., “it,” “they”).
💬 Inclusive language
Communications must connect with all audiences, helping them see themselves as part of our global Movement and demonstrating that we live our values. As such, we must be careful and respectful in our communication.
- Avoid bias or unintended exclusion.
- Be respectful when communicating about faith, ethnicity, culture, identity, or crisis.
- Avoid assumptions (e.g. seasons, schooling systems, cultural norms).
- Some countries do not experience four distinct seasons or have them at different times, so it is best to specify the month or date.
- Countries have different school systems, so it is clearer to write the ages of any children or young people cited or refer to their Scout group (e.g. Rover, Cubs).
- Be mindful of social, geographic, and political sensitivities as well as conflict.
- Poor wording choices risk appearing one-sided or inflaming tensions.
💬 Accessible language
Scouting is open to everyone, regardless of ability, so use language that focuses on access, participation, and empowerment. Our communications must celebrate this through the following:
- Put people first – focus on the person, not the condition or label
- Use respectful, empathetic, factual, neutral language
- Avoid assumptions about identity, ability, or experience
- Follow community preference whenever possible, noting that these may change over time.
Avoid terms that frame disabilities as a tragedy or a form of heroism (e.g. “suffers from”, “inspiring despite their disability”, “confined to a wheelchair” or referring to other groups as “normal people”). Instead, focus on access, inclusion, and participation.
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Prefer (disability and ability): Person with a disability, uses a wheelchair, neurodivergent, accessible
Instead of: Disabled, handicapped, the disabled, wheelchair-bound, mentally challenged, special/special needs
Prefer (gender): Chairperson, business person, entrepreneur, artificial, human-made, people, teams
Instead of: Chairwoman, businessman, man-made, guys
Prefer (age): Older adults, older people, young people, youth
Instead of: Elderly, kids, youngsters
Prefer (mental health): Mental wellbeing, experiencing anxiety/depression, person with a mental health condition
Instead of: Mental problems, suffers from anxiety, mentally ill
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Ask yourself: Does this language empower or diminish? Is this how the community refers to itself?
If you’re unsure over what term to use, ask a member of the communications team or other relevant team.
💬 World Scouting or WOSM
World Scouting: Refers to Scouting as a global entity, including the organisation of Scouting (e.g. support centres, institutional references).
Scout Movement: Refers to our global network of members (but not the organisation and its support centres).
World Organization of the Scout Movement: Refers to the legal entity of World Scouting. Should be used in formal, legal, or governance contexts, such as resolutions, circulars, and official correspondence.