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Delivery Partners Guide

Using our messaging and tone of voice

Using our messaging for your communication

Our communication is guided by five pillars:


Empowering We inspire confidence and capability in young people.


Inspirational Our messages are uplifting and motivating.


Optimistic We maintain a positive and hopeful outlook.


Determined Our mission is to work for young people.


Inclusive We are committed to ensuring we are accessible to all our audiences

Short form


  • The Kings Trust supports 11- to 30-year-olds who are unemployed or struggling at school to get their lives on track.
  • The youth charity was founded in 1976 by His Majesty The King when he was HRH The Prince of Wales and has helped more than 1 million young people to date, giving them the skills and confidence to change their lives.
  • Three in four young people on Kings Trust courses move into work, education or training.
Long form

  • The Kings Trust supports 11- to 30-year-olds who are unemployed or struggling at school to get their lives on track.
  • Many of the young people we support are in or leaving care, have been in trouble with the law, or they are facing challenges such as homelessness or mental health issues.
  • The youth charity was founded in 1976 by His Majesty The King when he was HRH The Prince of Wales, we have supported more than 1 million young people to date, and we help 100 more every day. In the decade up to 2016, The Prince’s Trust had returned an estimated £1.4 billion in value to society, with a value of more than £400m attributed to helping young people into employment.


If in doubt about your messaging, please get in touch with your Trust contact.

When creating content do:


  • Hero young people
  • Inspire positivity and belief so young people know that they can achieve their ambitions
  • Reinforce inspirational messaging with genuine support
Tone of voice

Language is important.


Words to avoid using when communicating directly with young people, include:

  • Disadvantaged
  • Vulnerable
  • Kids
  • Teens/teenagers
  • Suffering
  • Deprived
  • Needy
  • Underprivileged


Many of the young people we work with do not classify themselves in the ways listed above and can be put off when these words are used to communicate to them.