Every piece of communication reflects who we are as an organization. These guidelines are here to help you make sure your work reinforces our message and values.
Who we are
LUNGevity is the largest national lung cancer-focused nonprofit, changing outcomes for people with lung cancer through research, education, and support. Our vision is a world where no one dies of lung cancer.
We are informative without being confusing
We are concise without being inaccurate
We are compassionate without being melancholy
We are educational without being overwhelming
We are communal without being exclusionary
We are supportive without being intrusive
How we talk
We provide concise information that aims to educate. We make navigating a lung cancer diagnosis easier by making important medical information transparent, accessible, and easily understood.
We are an inclusive community that provides support. We use language that abolishes stigma and puts people before their cancer diagnosis.
We are compassionate advocates who envision a world where no one dies of lung cancer. We use a positive, hopeful, and invigorating tone to energize people with lung cancer and their caregivers.
Who we speak to
Internally – language within organization (i.e., employees, providers, partners, and sponsors)
Externally – language within the community (i.e., patients and caregivers)