Content Style Guide

Guidelines for creating clear, consistent, and compelling content across all Olympian Climate Champions platforms.

Contents
Writing PrinciplesTone & VoiceGrammar & MechanicsFormattingExamples
Writing Principles

Be Clear & Concise

Use simple language. Avoid jargon unless necessary. If you must use technical terms, explain them clearly.

Be Specific

Use concrete examples and data. Instead of "many organizations," say "over 500 organizations."

Be Active

Use active voice. Say "We help organizations reduce emissions" not "Emissions are reduced by organizations."

Be Inclusive

Use inclusive language that welcomes all audiences. Avoid gendered pronouns; use "they" or rephrase.

Be Credible

Back up claims with data and sources. Cite studies, reports, and expert opinions when relevant.

Tone & Voice

Our voice is consistent across all platforms. Adjust tone based on context while maintaining our core identity.

Inspirational

Motivate action and change. Celebrate achievements and possibilities.

Example: "Together, we're proving that climate action and business success go hand in hand."

Accessible

Make complex topics understandable. Explain the "why" behind technical information.

Example: "Supply chain emissions (Scope 3) account for 70-80% of most companies' carbon footprint."

Professional

Maintain credibility through professional language and tone, but remain approachable.

Example: "Our research shows a 5-10% reduction in both costs and carbon emissions."

Optimistic

Focus on solutions and progress, not doom and gloom.

Example: "Black carbon reduction offers one of the fastest ways to slow climate warming."

Grammar & Mechanics

Capitalization

  • • Capitalize proper nouns: Olympian Climate Champions, World Olympians Association
  • • Use title case for headings
  • • Don't capitalize common nouns: volunteer, organization, initiative

Numbers

  • • Spell out numbers one through nine
  • • Use numerals for 10 and above
  • • Use numerals for percentages: 5-10%, not five to ten percent
  • • Use numerals for currency: $5 million, not five million dollars

Punctuation

  • • Use Oxford comma in lists: "supply chain, black carbon, and climate action"
  • • Use em dashes for emphasis—like this
  • • Use hyphens for compound adjectives: "role-specific email"
  • • Use colons to introduce lists or explanations

Abbreviations

  • • Spell out on first use, then abbreviate: "Scope 3 emissions (Scope 3)"
  • • Common abbreviations: OCC, CEO, ROI, GHG
  • • Avoid excessive abbreviations
Formatting & Structure

Headings

  • • Use descriptive, action-oriented headings
  • • Use title case for all headings
  • • Keep headings concise (5-8 words)

Paragraphs

  • • Keep paragraphs short (3-4 sentences max)
  • • Start with the main idea
  • • Use white space for readability

Lists

  • • Use bullet points for non-sequential items
  • • Use numbered lists for steps or priorities
  • • Keep list items parallel in structure
  • • Limit lists to 5-7 items

Links & CTAs

  • • Use descriptive link text: "Learn about supply chain optimization" not "Click here"
  • • Make CTAs action-oriented: "Get Started," "Learn More," "Join Now"
  • • Use consistent CTA language
Do's & Don'ts

Do

  • • Use active voice and action verbs
  • • Write for your audience's knowledge level
  • • Include specific data and examples
  • • Proofread carefully for typos and grammar
  • • Use consistent terminology

Don't

  • • Use passive voice or weak verbs
  • • Assume your audience's knowledge
  • • Use vague language or generalizations
  • • Use ALL CAPS for emphasis (use bold instead)
  • • Mix terminology or use synonyms inconsistently