Human
The work we do is profoundly heartfelt and comes from a place of compassion. We feel compelled to correct unacceptable disparities in health. And while tackling health inequity is a massive and complex endeavor, it’s simply and clearly about impacting real people. Real lives. We never lose sight of this.
When expressing: HUMAN
Bring compassion and caring to the forefront.
Our look:
Features photos of real people in real situations
Reveals passion of RWJF community
Evokes emotion
Our voice:
Sounds authentic, genuine
Speaks of human impact (not data alone)
Comes across as conversational—less institutional
Guardrails:
We’re HUMAN without
being too:
• Sappy
• Forced
• Inauthentic
• Insincere