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CHAPTER TITLE THE BRIBERY PREVENTION NETWORK Brand guidelines BPN BRAND GUIDELINES Contents Brand guidelines About us Our positioning BPN visuals BPN Writing 14 BPN examples 28 Contributing organisations Logo 8 Typography 9 Colour palette 11 Gradients 12 Graphic elements 13 Website writing and editorial guide Target users of the BPN website Tone of voice guide Draft action statements to demonstrate editorial tone Draft entry point questions to demonstrate editorial tone Examples of tone of voice applied to resource summaries 15 16 17 21 22 25 Digital 29 Print 30 Templates 31 Bribery Prevention Network brand guidelines Host organisation The BPN brand THE BPN BRAND Managing bribery and corruption risk is a complicated task, so we've created these guidelines to help you produce the BPN's communications clearly and consistently Maintaining a unified voice and style across all touchpoints is key to bringing the BPN brand to life and connecting with its audience Bribery Prevention Network brand guidelines BPN BRAND About us The Bribery Prevention Network is a public-private partnership that brings together business, civil society, academia and government with the shared goal of supporting Australian business to prevent, detect and address bribery and corruption and promote a culture of compliance We offer a free, online portal of accessible, relevant and reliable resources, curated by Australia’s leading anti-bribery experts, to support Australian business to manage bribery and corruption risks in domestic and international markets Bribery Prevention Network brand guidelines Vision and Purpose Working together for a bribery free society Values Attributes Honesty, Perseverance, Trust, Collaboration, Courage Approachable, progressive Current, comprehensive, useful Expert, adviser, credible Transparent, user-centric Principles: Factual, Relevant, Practical, No Hidden Agendas, Legitimate BPN BRAND Our positioning We position ourselves in relation to the needs of the audience This means being approachable and accessible to SMEs while being credible, reliable and relevant to key stakeholders Intellectual The diagram on the right shows what this positioning looks like relative to others in the industry according to their brand image and tone It allows us to consider where the Bribery Prevention Network fits, and how we stand out Traditional Progressive For more information about target users, see page 16 BPN Approachable Bribery Prevention Network brand guidelines BPN visuals BPN VISUALS Logo The primary logo is a first preference, it's to be used when against light backgrounds Bribery Prevention Network brand guidelines The secondary logo is used when the background is dark CHAPTER BPN VISUALS TITLE Typography Our typography reflects our brand by being clear and accessible Bribery Prevention Network brand guidelines BPN VISUALS Typography Museo Slab 700 Our heading style is bold and clear Museo Slab 500 Subheadings are lighter in weight and colour Bribery Prevention Network brand guidelines Roboto Calibri (system font) Our body copy font, Roboto is clear and easy to read Our secondary body copy font Calibri, is a system font that can be used when Roboto isn't available Contrary to popular belief, Lorem Ipsum is not simply random text It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC This book is a treatise on the theory of ethics, very popular during the Renaissance The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet ", comes from a line in section 1.10.32 Contrary to popular belief, Lorem Ipsum is not simply random text It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of "de Finibus Bonorum et Malorum" (The Extremes of Good and Evil) by Cicero, written in 45 BC This book is a treatise on the theory of ethics, very popular during the Renaissance The first line of Lorem Ipsum, "Lorem ipsum dolor sit amet ", comes from a line in section 1.10.32 10 BPN WRITING Tone of voice guide (continued) CORE PRINCIPLE 1: Content created for the key target users Be accessible, approachable, engaging and direct Clearly convey that preventing bribery and corruption is good for business, that there is a legal requirement, and that it’s good for society DO: • Be clear, uncomplicated, easy-to-understand, and talk peer-to-peer • The tone should reflect the way you would speak in a casual business setting using everyday words While it is conversational and approachable (core 1), it must convey integrity and professionalism (core 2) • To engage key users, write from their perspective, focusing on the way the content will benefit them (both from an individual and company perspective, and for the homepage also incorporate the community and societal perspective) • Get to the point quickly – state the most important, relevant idea at the start of the paragraph or sentence • Write in active sentences, not passive ones • Don’t use long words if there’s a short word that has the same meaning Bribery Prevention Network brand guidelines • Keep sentences short – generally stick to the rule of one idea per sentence • Use words and phrases to convey the tone: “support”, “help”, “guidance” (these words demonstrate the website is both useful and practical and that its creators have empathy and are approachable) TIP: • Read the content out aloud If it feels awkward, too formal or does not sound like anything you would say in a casual business setting, then consider rewording DON’T: • Avoid legal or academic terms or expressions unless necessary (and if they must be used include an explanation of meaning), however, don’t lose the seriousness of companies meeting their legal obligations; avoid corporate jargon; avoid acronyms unless they are necessary and clearly introduced (note that acronyms are recommended in content summaries); avoid slang or overly conversational language; don’t use words or terms that you’d usually only use with other expert colleagues 18 BPN WRITING Tone of voice guide (continued) CORE PRINCIPLE 2: Content to be of high quality Be confident, professional and consistent DO: • Be direct and to the point • Trust the intelligence of your audience • Ensure attention to detail • Ensure consistency in style, tone and language • Always proofread everything (while typos or lack of consistency may seem like small errors, they create negative first impressions that can be lasting and can risk the credibility of what is otherwise a high-quality resource) • Edit the website as a whole to ensure it sits together as a strong united resource with consistent style, tone and language • Use words and phrases to convey the tone Give prominence to the source of information (e.g Austrade, OECD) to demonstrate the high calibre of primary sources Bribery Prevention Network brand guidelines DON’T: • Avoid feeling the need to assert your expertise in your choice of words – instead trust that your authority is established • Don’t be patronising or over-explain – instead trust the intelligence of your audience TIP: It’s easy to miss typos when you are very familiar with a document It can be useful to: • set a document aside and proofread it on a different day when your brain is fresh • proofread the content on the printed page rather than on screen • ask a colleague to proofread the content for you 19 BPN WRITING Tone of voice guide (continued) CORE PRINCIPLE 3: Content to be relevant DON’T: • Avoid universal statements or generalist summaries Be compelling, solutions-focused, specific and practical • Don’t try and cram in so much detail that the user feels overwhelmed or becomes distracted DO: • Always consider the key users and write with a focus on how material will benefit them (this may be overt in describing the benefits or may simply underlie your decision-making) • Don’t try and be too clever when writing to capture their attention – remember the users are time-poor SMEs needing useful resources to solve complicated issues, the best approach is to consider what is most interesting, useful or important to them • Focus on practical outcomes and solutions (this may involve including a description that a document offers “five practical steps to…” or “a template for…”) • Consider ways to engage and capture the attention of key users (this is closely related to the two points above – writing with a focus on benefits and outcomes) • Include details that will assist users to navigate their way through the website quickly to find the most useful material • Include specific information that will give users an immediate snapshot of the “who”, “what”, “when”, “why” and “how” (as relevant to the specific content) • Use words and phrases to convey the tone: “practical”, “guide”, “steps”, “tools”, “frameworks” Bribery Prevention Network brand guidelines TIP: • It can be helpful to revisit the “Key users of the BPN website” page of this tone of voice guide and consider the questions and answers set out there to help guide decision-making as to what may be most relevant Other approaches to convey that the material is relevant: • The presentation of material is important – place the most useful and relevant information prominently and include markers to direct them quickly to the information they will be searching for • Include case studies that users will relate to – this will help them know immediately that the website is relevant to their experience and that the creators of the website appreciate the complexities of their experience and the competing pressures they face (this will be highlighted with a tab from the home page) 20 BPN WRITING Draft action statements to demonstrate editorial tone PREVENT DETECT ADDRESS Stop bribery and corruption in every link in your supply chain Access practical tools to help you meet your obligations under Australian law Monitor bribery and corruption across the operations of your business Access guidance to help you implement systems and strengthen key relationships Protect your business and comply with Australian and international laws Immediate steps you need to take when bribery or corruption occurs in your network • “Stop bribery from every link in your supply chain” – this is crafted to be both descriptive and to offer useful information (i.e alerting them that eliminating bribery across their supply chain will soon be law), and to also potentially capture their attention with its specific detail (if they don’t know the new law they may ask “is it even possible to stop bribery in every link across my entire supply chain?”) • Begins with descriptive statement • Note that “protect your business” comes before “comply with Australian law” – this is written in this order intentionally as “protecting the business” is likely to be more important to the key reader than complying with the law (this is a useful example of switching thinking to the target reader’s perspective as obviously it is more important to the BPN that the business complies with Australian law) • “Practical tools to help you” – this informs readers immediately that the resources have a focus on action and are designed to support and guide them • “Meet your obligations under Australian and international laws” – this shows the “why” and captures their immediate attention – i.e it is vital they use these tools so that they not (inadvertently) break the law • Also note the use of “you” This form is more direct and immediate Another way to write this could be: “Stop bribery and corruption across the supply chain Access practical tools to help businesses meet their obligations under Australian law” Can you see the shift this small change in language has on the tone? It is more general and not as arresting Remember, the individual reading this will be a person, not a business Bribery Prevention Network brand guidelines • “Implement systems and strengthen key relationships” – these summary words may change – chosen to demonstrate a way to offer useful descriptive detail that is also very broad • “across the operations of your business" – chosen to show it is a comprehensive process of monitoring, and also the breadth of work required in the detection phase (i.e it's not just in the implementation of a project) • “Immediate steps” – has an action focus and creates a sense of urgency Designed to capture reader interest • “Steps you need to take” – demonstrates there are legal obligations that must be complied with This alerts the reader that it is not a “nice to have” – again this creates a sense of urgency, which captures reader attention (Note the difference in tone if you use “steps you must take” rather than “need to take” and consider how strong you want the tone to be) 21 BPN WRITING Draft entry point questions to demonstrate editorial tone PREVENT What are the Australian anti-bribery laws and how will they impact my business? Could I be held personally liable if I’m not successful in preventing bribery across my business supply chains? There is a culture of bribery in the country I’m working in – how I meet my obligations under Australian law and operate successfully? How is Australian law applied in the country where my business is based (or where I’m planning to base my business)? This question alerts the reader to the fact there are new laws about to be applied (they may not know this, but that will capture their attention) The question goes to the heart of what they’ll be concerned about: “how will it affect my business?” The next question follows the natural extension of what the target reader is likely to be most concerned about You can imagine them thinking, “Oh, there’s new legislation” and asking themselves “What does that mean for me? How could I personally be liable? What’s the worstcase scenario for me, personally, here?” From the BPN’s point of view, this is effective as it captures their attention and motivates them to prioritise it This question is also crafted to take the opportunity to mention the breadth of the new laws “across the supply chain” (which the reader may not have known, so it offers useful information while also capturing their attention) A general note that all the questions have been written by stepping into the shoes of the target users and have a conversational and direct tone – they want to sound like something the reader would ask themselves or a colleague This question is deliberately crafted to be bold and it also strongly demonstrates the editorial tone It shows the target reader that the BPN understands the pressures on the ground and that they may be working in local business environments that make it very difficult to apply the new Australian laws It demonstrates that the BPN is there to support them with practical guidance through this quagmire While the answer to this question may be quite technical, the question itself is designed to remind readers (perhaps nudge them) that Australian law is very relevant, despite the fact they are working overseas (when operating amid a strong local culture of bribery, it might be easy to forget they have these obligations to both Australian and international law) Bribery Prevention Network brand guidelines 22 BPN WRITING Draft entry point questions to demonstrate editorial tone DETECT How can I put cost-effective safeguards in place to detect bribery across my business network? What are the red flags my team must know to help us detect bribery across our business and stakeholder networks? How I work with local authorities to detect bribery? This question captures the practical and action-oriented editorial tone - “how” It also demonstrates an appreciation of the pressure to this in a “cost-effective” way, which shows empathy to their situation and appreciation of competing pressures ADDRESS The “red flags” part of this question is there to go to the action and drama of the situation and capture reader attention This question also has an action focus offering practical guidance It is crafted to remind (nudge) readers that they have a responsibility to educate their team (another way you might shift this question slightly to broaden it could be: “What are the red flags I need to let everyone across my supply chain know to help us detect bribery across our business network?” Though this may be too broad – as discussed in the guide, specific information can be more effective in capturing reader attention) I have witnessed, or been personally involved in, the payment of a bribe – what I now? There are a few considerations in this question – readers may be thinking – “but what if local authorities are implicated in bribery and corruption?” or “what if involving local authorities jeopardises my business?” – with these concerns in mind, the question might be instead be crafted as: Should I work with local authorities to help detect bribery?” This version is strong in that it shows empathy to the complexities A drawback is that it is a closed question – meaning at its simplest level it is only seeking a yes or no answer The version that was chosen assumes that working with authorities is recommended – perhaps change if this is not the case If it’s not clear whether this is a recommendation, another open question that’s designed to capture reader attention could be: “How can I assess whether it’s [safe/productive/effective] to work with local authorities to detect corruption?” Bribery Prevention Network brand guidelines I suspect a bribe has been paid in my network – what I now? One of my suppliers has been linked to corrupt activities in the government What must I now? Note the more immediate tone of the questions in this “address” section – i.e “I suspect…” (rather than “What I if I suspect…”) This shift in tone is made intentionally as once corruption is suspected or has been found the action is more pressing and immediate This question has a focus on action and practical steps, and it gets immediately to the point This demonstrates to the reader how useful the BPN is, and that it offers access to practical guidance in potentially serious situations Similar reasoning to above, though even more immediate and direct because of personal involvement Also shows target reader the BPN is not afraid to go straight to the heart of the issue This question is framed to demonstrate an awareness of the complexities of working in some jurisdictions (this demonstrates the BPN’s empathy and understanding of complexities) Note the use of the word “must” rather than “should” – it is chosen to indicate that the reader has serious obligations that need to be addressed immediately 23 BPN WRITING Elements of a resource summary Format for resource summaries: Guide to writing resource summaries: A short headline will appear below the resource type tab(s) and will feature prominently in each resource summary The headline needs to be a maximum of three lines, or approximately 14 words It is recommended that all headlines aim to be one line only, which is about five words Headline: choose the shortest and most compelling words for the headline The headline needs to offer a description most likely to attract reader attention Only capitalise the first letter of the headline (unless it contains proper nouns) If the resource is like other resources, or it has a similar name, use the publication date in the headline to try and differentiate the resource The organisational author of the resource will appear as a separate hyperlink directly below the headline When the user clicks on the author they will be directed to a full list of resources by this author, hosted on the BPN website The author’s name should be spelled out in full where the acronym may not be commonly known (e.g Australian Federal Police) Resource descriptions are to be a maximum of 50 to 60 words (nine lines on the resource card as it appears on the website) If the description is too long it will end with ellipses and the additional content will not be accessible to the reader Tags indicating the resource type (categories include case study, web, pdf, video, scenario, training module; a full list of tabs will be provided to writers) will appear at the bottom of each resource summary These tabs offer a shorthand way to communicate the format and content of the resource and will also link through to a collection of resources in the same category Bribery Prevention Network brand guidelines Resource description: carefully select the detail that will convey why this resource is most relevant and interesting to the reader This serves the dual purpose of not only being useful and practical, but also being most likely to capture their attention Language needs to be economical to convey as much useful information as possible within the short word length This can be done both by selecting the most pertinent and compelling information for the reader, while also adding specific details if there is space Economical writing can also be achieved by removing unnecessary words from every sentence, and by using acronyms (even where acronyms may not usually be used in other website content) Use an active voice 24 BPN WRITING Examples of tone of voice applied to resource summaries EXAMPLE 1: PREVENT > MANAGEMENT Bribery of foreign public officials Austrade Part of Austrade’s “Guide to exporting”, this comprehensive resource offers headline points that all Australian businesses must be aware of to prevent corruption when operating overseas It links to a detailed guide with 12-steps to an effective anti-bribery and corruption program, and provides country-specific information for India and Vietnam #web #pdf Source: https://www.austrade.gov.au/Australian/Export/Guide-toexporting/Legal-issues/Bribery-of-foreign-public-officials Bribery Prevention Network brand guidelines Short headline correlates with the title of Austrade’s webpage The opening sentence informs the reader who published the report emphasising that it is an Australian government resource that covers relevant issues related to bribery and corruption for exporters in great detail (General note that only priority top level commitment Australian government detailed resources to be described as “comprehensive”) Note that including that Australian businesses “must” be aware of these headline points is a strong way to capture their attention (this is not an exaggerated claim as it is one made within the resource – general note to be mindful not to exaggerate claims of a document’s importance) This paragraph describes detail of the resource, alerting users to the depth and breadth of the resource and giving them a sense of its format The description focuses on the practical tools offered (“12 steps”, could add “15 downloadable information sheets” if there was more space) It mentions specific countries to capture attention of readers operating in these locations 25 BPN WRITING Examples of tone of voice applied to resource summaries EXAMPLE 2: DETECT > ANALYTICS Data analytics to prevent corruption OECD This headline is based on the longer version of the OECD’s report which is titled “Analytics for Integrity: data-driven approaches for enhancing corruption and fraud risk assessments” The headline pulls out the key info – the “what” is “data analytics” and the “why” is “to prevent corruption” It conveys key information in words Address corruption in public infrastructure projects by applying this framework Learn how data analytics can be used to monitor corruption risk across the project cycle Resource includes a case study on creating a corruption risk index during construction of an international airport in Mexico City Note that OECD is not spelled out in full as this entity’s name is most known in acronym form #pdf #case study Useful to mention detail on the country and type of project so users can quickly assess its relevance The first sentence captures key info – the “what” – with more detail than the headline, explaining that it is relates to public infrastructure projects It adds useful and practical information upfront that this addresses infrastructure projects so users can immediately identify its relevance Source: https://www.oecd.org/governance/ethics/analytics-forintegrity.pdf Bribery Prevention Network brand guidelines 26 BPN WRITING Examples of tone of voice applied to resource summaries EXAMPLE 3: ADDRESS > REPORTING Best-practice guidelines for corporations on self-reporting foreign bribery Commonwealth Department of Public Prosecutions, Australian Federal Police Principles and process that apply when a corporation self-reports suspected bribery of a foreign official are explained Related issues, such as co-operation with an Australian Federal Police investigation, early offers to plead guilty, prosecution policy, and sentencing are detailed #pdf The resource name contains long words – “self-reporting” could be changed to “self-report” (though let’s discuss which approach is preferred as “self-reporting” does read better – this may be a decision to be made in the overall edit of headlines) Another way to shorten this would be to change “corporations” to “corps” – though I don’t recommend a shortening of this kind Another way would be “Corporations self-reporting bribery” – though as self-report/ing is the most important information to convey in this resource, I recommend leading with this rather than switching the order to make it shorter The first sentence includes the key info, such as report authors (note that acronyms are preferred in the content summaries but not in other website text) as well as important specific detail, such as the relevant legislation The second sentence includes a carefully selected list of examples, aimed at offering readers useful information and capturing their attention Source: https://www.cdpp.gov.au/sites/default/files/20170812AFPCDPP-Best-Practice-Guideline-on-self-reporting-of-foreign-bribery.pdf Bribery Prevention Network brand guidelines 27 BPN examples BPN EXAMPLES Digital Website Bribery Prevention Network brand guidelines Resource cards Social media 29 BPN EXAMPLES Print 4030 BPN Business card 2.indd 24/3/21 8:37 am Bribery Prevention com Working together for a bribery free society 4030 BPN Business card 2.indd Bribery Prevention Network brand guidelines 24/3/21 8:37 am 30 BPN EXAMPLES Templates PowerPoint Email Newsletter Bribery Prevention Network [Title of presentation] [Date] [Status] Chapter title heading Bribery Prevention Network brand guidelines 31 CHAPTER TITLE THE BRIBERY PREVENTION NETWORK Thank you For more information please contact support@briberyprevention.com
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