1. Introduction

Purpose of this guide

This guide ensures that Catalyst communicates in a way that is anti-oppressive and justice-oriented.

It provides clear guidance on tone, language, and framing so that all our communications are anti-oppressive, inclusive, accessible, and empowering.

Who is this guide for?

Anyone who communicates on behalf of Catalyst, including network, partners, contributors, and collaborators.

How this supports Catalyst’s mission

[Catalyst mission: ‘centring community needs in design, digital and data decision making through building collective power.’ ]

• Centres the voices of marginalised communities.
• Ensures language does not reinforce oppressive practices and systemic inequalities.
• Creates clarity and inspiration to mobilise people towards just and regenerative tech futures.

2. Tone of voice

Catalyst’s tone of voice should be:

1. Empowering & motivational

We use language that inspires action and change. Our words should instil confidence and agency in communities to reimagine and shape technology.

• ✅ Example: “Communities have the power to transform technology into a tool for justice.”
• ❌ Avoid: “We help communities by giving them the tools they need.” (This implies dependency rather than empowerment.)

To inspire, we must be:

Warm but direct – We approach discussions with care and inclusivity but do not shy away from difficult conversations.

Unapologetic but hopeful – We stand firm in our values and advocacy while maintaining a forward-looking and optimistic perspective.