PATH's brand voice

By scientific we mean evidence-based and methodical. We are a public health organization staffed by scientists, researchers, and policy experts. Everything we do is backed by evidence—our communications should demonstrate that.

Ideal example

Since 2013, our team in Zambia has worked with the Ministry of Health testing interventions to accelerate wide-scale prevention and treatment of malaria. In Southern Province, the approaches described in this article have helped reduce malaria prevalence from 31 percent in 2014 to just 3 percent in 2019.

Scientific writing does

— Explain our approach

— Include statistics to show impact

— Tell stories about scientific progress

Problematic example

According to research, some interventions are much better than others at controlling malaria. Using innovative approaches and methods, we determines that many Zambians don't have appropriate access to malaria care.

Scientific writing does NOT

— Make vague, incited references

— Refer to "methods" without explaining

— Generalize "many" instead of giving specific data

By human we mean thoughtful and empathetic. We are humans working for the health of other humans. We take great care to respect people's humanity, privacy, and power in all our communications.

Ideal example

After a deadly infection called Japanese encephalitis took their oldest son, Wa Meng and Siyang were first in line to protect their other children when a vaccine for the disease arrived in their village. They encouraged friends and neighbors to take advantage of the immunization campaign and were gratified to see children line up to receive the lifesaving vaccine.

Human writing does

— Present people in well-rounded context

— Name consented individuals

— Tell stories that show agency

Problematic example

After deadly Japanese encephalitis ravaged villages across Asia, PATH expanded access to a lifesaving vaccine to protect marginalized communities.

Human writing does NOT

— Omit people from their own story

— Flatten people into stereotypes

— Frame whole communities as helpless or marginalized

By global we mean accessible and representative. The voices and perspectives we elevate are representative of our global team, our partners, and the people we serve. Our language is accessible and avoids puns, idioms, and jargon, which can be hard to understand.

Ideal example

Seven years ago, I served as PATH's program lead in supporting Ghana's Ministry of Health as it introduced new pneumococcal and rotavirus vaccines—at the same time. It was the first simultaneous introduction of new vaccines in an African country. Now, we are taking the lead together again, working to introduce the world's first malaria vaccine.

Global writing does

— Use clear, easy to follow language

— Spell out terms like Ministry of Health

— Tell stories from a local or global perspective

Problematic example

Seven years ago, PATH introduced novel PCV and RSV vaccines, marking the first time an NGO simultaneously introduced two new vaccines in an African country. Now those two vaccines are part of the EPI in many countries, and PATH is again in the vanguard, introducing the world's first malaria vaccine in selected low-income countries in Africa.

Global writing does NOT

— Use long sentences or complex syntax

— Overuse jargon or abbreviations

— Tell stories from a "Global North" perspective

By just we mean working toward health equity. Our words can work to reduce harmful power dynamics—or reinforce them. We choose to push towards health equity even in the language we use, and to evolve our own standards and understanding over time.

Ideal example

"It's simply unacceptable," says Elizabeth Hastings, a public health specialist at PATH who looks for ways to make childbirth safer. "No one should die from postpartum hemorrhage. It's treatable."

Just writing does

— Discuss inequity in terms of outcomes

— Frame issues from a systems perspective

— Tell stories of health justice

Problematic example

Our biggest challenge in advancing TB treatment in Mumbai is that people don't really understand the disease or how to adhere to their treatment. Thankfully, PATH is developing new educational resources to overcome this challenge and improve patient understanding.

Just writing does NOT

— Blame people when systems fail them

— Overlook inequity as a cause of poor health

— Tell stories of PATH as a savior

By expert we mean trusted partner and advisor. We are trusted as experts, advisors, and partners throughout the global health community. We are humble and inclusive. Our experience is broad and deep.

Ideal example

In collaboration with partners across the globe, PATH authored a toolkit to support ministries of health in developing human milk banks. "It's been a long road but, thanks to hte technical expertise of our team and our partners in Kenya and India, national governments now have an invaluable resource at their disposal," said Dr. Grace Mukenzi, global leader of Maternal, Newborn, and Child Health and Nutrition at PATH.

Expert writing does

— Call out our network and experience

— Quote and position our leaders

— Tell stories about partnerships

Problematic example

We developed a toolkit that will teach ministries of health how to create sanitary human milk banks in low-resource settings. Thanks to our technical expertise, national governments no long have to start the milk bank creation process from scratch.

Expert writing does NOT

— Condescend

— Generalize when we could cite specifics

— Assume our partners lack knowledge and expertise