Cool, logical science – warm, emotive writing
We trained teams at Clearblue to make their scientific communications more compelling and easier to understand.
When a woman reaches for a Clearblue product, she wants clear information – that’s easy to read and warm.
Yet it can be a challenge for scientists to abandon their neutral, dispassionate approach to communications.
What we did
We ran a bespoke writing workshop for Clearblue teams in Bedford and Geneva, using examples from across the organisation.
Clearblue teams write with their readers’ needs front and centre of mind. The science is still important – it’s why women all over the world trust the brand. But now the warmth comes through too.