The Catherine McEwan Foundation: Website copy and tone of voice
The Catherine McEwan Foundation is a Scotland-based charity. It was set-up by Derek McEwan whose mother, Catherine, lived a lifelong battle with Crohn’s disease. Naturally, the project came with extra considerations around sensitively-written copy.
As a resource for people living with Crohns and Colitis as well as a fundraising and engagement tool, the copy needed to talk to several audiences. While the voice remains constant, a subtle change in tone reflects the subject and purpose.
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Hello, I’m Jenny
I’m a freelance professional copywriter based in Nottingham and York.
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