The VellumWorks Ethical Content Standard

1. Core Principles

Every piece of content published under or guided by this standard should meet these tests:

• Do no harm. If your content could make someone feel worse, more hopeless or more isolated, revise it. When in doubt, leave it out.
• Be honest about what you are. Do not present yourself as a clinical service, therapist or emergency resource unless you are one. Be clear about what you offer and what you do not.
• Signpost before you publish. Any content about distress, crisis or difficult experiences should include clear pathways to professional support.
• Write for the person in pain. Assume someone reading your content is currently experiencing the thing you are writing about. Write with that reader in mind.
• Prioritise clarity over cleverness. Plain language saves lives. Jargon, euphemism and vague reassurance do not help someone who needs to know what to do next.
• Protect dignity. People experiencing mental health difficulties, homelessness, addiction or crisis deserve to be written about with the same respect as anyone else.
• Be evidence-based. Do not make claims you cannot support. Link to trusted sources. Distinguish between research, anecdote and opinion.

2. Writing About Mental Health

Do

• Use person-first language: "a person with depression" rather than "a depressive"
• Acknowledge that mental health exists on a spectrum - avoid binary language like "mentally ill" vs "normal"
• Include practical next steps: what someone can do, who they can contact, where they can go
• Normalise seeking help - frame it as a practical step, not a last resort
• Be specific about what kind of support is available (talking therapy, crisis lines, peer support, GP referral)
• Acknowledge that recovery is not linear

Do not

• Use mental health conditions as adjectives ("the weather is so bipolar", "I'm so OCD")
• Romanticise mental illness or frame suffering as inherently meaningful or creative
• Use fear-based language to drive engagement ("the mental health crisis is destroying a generation")
• Promise cures, quick fixes or guaranteed outcomes
• Diagnose individuals or encourage self-diagnosis
• Use stock images that reinforce stereotypes (head in hands, isolated figure in darkness)
• Publish content that could make someone feel ashamed for struggling

3. Writing About Suicide

Writing about suicide requires particular care. Irresponsible reporting and content can contribute to imitative behaviour. Responsible content can encourage people to seek help.

Do

• Say "died by suicide" or "took their own life" - not "committed suicide" (which implies criminality)
• Include crisis signposting prominently - ideally at the top of the content, not buried at the bottom
• Focus on support, recovery and hope where appropriate
• Include information for people worried about someone else
• Consider the impact on bereaved readers
• Follow Samaritans media guidelines

Do not

• Describe methods, locations or specific details of suicide attempts
• Use sensational headlines
• Present suicide as a solution, relief or inevitable outcome
• Share suicide notes or final messages
• Speculate about reasons without evidence
• Use dramatic or graphic imagery
• Frame statistics in a way that normalises or sensationalises suicide
• Publish without crisis support information

4. Writing About Homelessness

Do

• Use "people experiencing homelessness" rather than "the homeless" - people are not defined by their housing situation
• Acknowledge the systemic causes: housing policy, poverty, mental health services, domestic abuse, welfare systems
• Include practical information: what to do if at risk, who to contact, what rights exist
• Recognise hidden homelessness: sofa surfing, temporary accommodation, overcrowding
• Highlight the work of local organisations and how people can support them

Do not

• Use dehumanising language: "rough sleepers", "vagrants", "beggars"
• Blame individuals for structural failures
• Use homelessness as a backdrop for other stories without centring the experience
• Photograph people experiencing homelessness without explicit, informed consent
• Frame charity as the only solution - systemic change matters too
• Publish content that could make someone feel ashamed for needing housing support

5. Lived Experience and Storytelling

Stories from people with lived experience of mental health difficulties, homelessness, addiction, abuse or crisis can be powerful and valuable. But they must be handled with care.

Before publishing

• Obtain clear, informed consent - explain where the story will appear, who will see it and how it will be used
• Give the person editorial control: let them review and approve the final version
• Offer anonymity without pressure
• Check in on the person's wellbeing before and after publication
• Do not pressure anyone to share more than they are comfortable with
• Ensure the person has access to support if the process brings up difficult feelings

In the content

• Let the person's own words lead - do not rewrite their experience to fit a narrative
• Avoid using someone's worst moment as the hook or headline
• Include context: what support was available, what helped, what the person wants others to know
• Do not use lived experience stories as "inspiration porn" - the person is not there to make others feel grateful
• Include crisis signposting alongside any story involving distress

6. Crisis Signposting

Any content about mental health, suicide, homelessness, domestic abuse or crisis must include clear signposting to professional support.

Placement

• Place crisis information near the top of the content - not buried at the bottom
• Make it visually distinct: use a box, border or different background colour
• Include it on every page that discusses distress, not just a central "support" page
• On longer content, repeat it at the end

What to include

• At least one free, 24/7 service (e.g. Samaritans 116 123)
• A text-based option for people who cannot or prefer not to call (e.g. Crisis Text Line: SHOUT to 85258)
• The NHS 111 mental health option
• 999 for immediate danger
• A link to a relevant support directory where available

What to avoid

• Listing ten services with no guidance on which to use when
• Using tiny font or grey text for crisis information
• Putting crisis information behind a click or accordion
• Assuming everyone knows what Samaritans or 111 is - explain briefly

7. Language and Tone

General guidance

• Write in plain English: short sentences, common words, active voice
• Avoid jargon unless your audience requires it - and define it when you use it
• Be direct about difficult topics. Euphemism can confuse people who need clear information
• Avoid clichés: "reach out", "it's okay not to be okay", "you are not alone" - these are so overused they have lost meaning. Say something specific instead
• Do not use military metaphors for illness: "battling", "fighting", "losing the war against"

Inclusive language

• Use gender-neutral language where possible
• Do not assume readers' backgrounds, family structures or cultural contexts
• Avoid language that assumes access to technology, stable housing or financial resources
• Consider translation needs - will this content need to work in other languages?
• Test readability: aim for a reading age of 12-14 for public-facing content

8. Ethical SEO

Search engine optimisation for sensitive content carries specific responsibilities. The goal is visibility for people who need help - not traffic for its own sake.

Do

• Optimise for terms people actually search when they need help: "how to get help with anxiety", "free counselling near me", "what to do if someone is suicidal"
• Write title tags and meta descriptions that are honest about what the page offers
• Use schema markup responsibly - do not mark content as medical advice unless it is
• Ensure crisis pages are indexable and not blocked by robots.txt
• Prioritise page speed and mobile usability - someone in distress should not wait for a slow page to load

Do not

• Use fear-based or sensational keywords to drive traffic
• Optimise for high-volume keywords that do not match what your page actually provides
• Publish thin, unhelpful content targeting mental health keywords
• Use clickbait headlines on sensitive content
• Compete with crisis services for their own branded terms

9. AI and Sensitive Content

AI tools are increasingly used to create content. When that content touches on mental health, crisis or lived experience, additional care is required.

Guidelines

• AI should never provide personalised mental health advice, diagnosis or crisis intervention
• AI-generated content about sensitive topics must be reviewed by a human before publication
• Do not use AI to fabricate lived experience stories or testimonials
• If AI is used to create signposting content, verify all phone numbers, links and service details are current and correct
• Be transparent with readers if AI was used to help create content about sensitive topics
• AI chatbots on charity websites should have clear escalation paths to human support
• Do not use AI to replace trained counsellors, therapists or crisis workers

10. Accessibility

Content about support and crisis must be accessible to everyone, including people using assistive technology, people with cognitive disabilities and people reading in stressful situations.

Requirements

• Use proper heading hierarchy (H1, H2, H3) - do not skip levels
• Ensure sufficient colour contrast (WCAG AA minimum)
• Provide alt text for images - describe what the image shows, not what it "means"
• Make phone numbers clickable (tel: links) on mobile
• Ensure content is navigable by keyboard
• Use clear link text ("Contact Samaritans" not "click here")
• Avoid autoplay video or audio - especially on pages about distress
• Test with a screen reader
• Ensure content works without JavaScript enabled
• Provide content warnings where appropriate, but do not hide essential support information behind them

11. Pre-Publication Checklist

Before publishing any content about mental health, suicide, homelessness, abuse or crisis, check the following: