Dealing with sensitive content
In our communications, we often discuss critical issues related to the housing emergency. Some of these issues may be sensitive for certain audiences. For example, the link between the housing emergency and racist scapegoating, or how a lack of social housing perpetuates domestic abuse.
When we discuss sensitive content like this, we may need to warn users so they can make an informed decision on whether to continue reading.
Content/trigger warnings
You've probably seen or heard content/trigger warnings in news articles, podcasts, blog posts and TV programmes. When used thoughtfully, they help people feel safer by informing them about the content that’s coming up, so they can choose to proceed or not.
But there's growing evidence to show that, if approached insensitively, these warnings can do more harm than good:
They can increase people's distress when they read the content, through a concept called ‘anticipatory affect’.
They can be sensationalising and fail to treat survivors with respect, reinforcing the idea that their trauma is a central part of their identity.
So, we need to be careful about how we phrase these warnings, making sure they're helpful not harmful.
Dos and don'ts
There is no fixed rulebook on how to discuss sensitive content. It will depend on the context and audience, but you should keep in mind our tone of voice: compassion, inclusivity and clarity.
In your warnings, use neutral and respectful language to give readers a choice about whether they want to proceed. Aim for a compassionate tone that acknowledges the sensitivity of the topic without being sensationalising.
Here are a few dos and don’ts to guide you:
Do | Don't |
|---|---|
Do inform users explicitly about sensitive content. In this blog post, Jane shares how Shelter helped her find a safe home after she escaped domestic abuse. | Don’t use the phrases *Content warning* or *Trigger warning*. *Trigger warning* domestic violence |
Do provide enough detail for users to clearly understand what the sensitive content is about – without unnecessary specifics that could be upsetting. Please note that John’s story contains references to mental illness, including self-harm (it does not discuss methods). | Don’t give vague, unhelpful content warnings. This blog may be distressing to some readers. |
Aim to give users choice wherever possible. Here is an example of good practice from one of our Cash Appeal email series:
Please note that the following email discusses links between domestic abuse and homelessness. If you would prefer not to receive further emails in this series which will include references to domestic abuse, please let us know [opt-out link].
Types of sensitive content
Topics that users need to be made aware of before reading content may include, but are not limited to:
addiction
death and grief
discrimination and hate speech (including racism, heterosexism, transphobia, ableism)
domestic abuse
mental illness
pregnancy, childbirth and miscarriage
sexual assault
violence
Use your discretion – depending on context, warnings may not be needed for all these topics. For example, if someone briefly mentions in a case study they had depression at the time of their eviction, this is not likely to require a warning. However, if they give more detail, describing the symptoms of their depression and how it affected their life, a warning would be appropriate.
Where possible, you should also signpost to specific support resources if people are impacted by the content. This could be Shelter services and advice pages, or other charities where relevant.
Imagery
Consider the imagery and other media you're using, as well as the words. We don't use distressing or sensationalising imagery.
For example, the creators of our Domestic abuse and housing series purposefully selected photos of home interiors, rather than posed stock images that play into stereotypes of victimhood:
Empowering versus disempowering
When discussing sensitive content, be respectful of survivors or people affected by the issues mentioned. Are any words or images playing into existing tropes about this issue? Is the content empowering or disempowering?
Empowering content emphasises an individual's agency and resilience, while disempowering content may portray them only as victims.
Context is everything
For a supporter visiting the Shelter website, or opening a Shelter email or text message, content about the trauma of rough sleeping or temporary accommodation is probably within the remit of the topics they would expect us to communicate about.
However, content from Shelter about domestic abuse and homelessness may come as a surprise – compared to if it were from say, Refuge or Women's Aid.
Consider wider factors when deciding when and how to discuss sensitive content:
which audience are you targeting?
what stage are users at in their journey?
where is the content appearing (e.g. email, webpage, blog post)?
Further resources
Contact
If you have a question about sensitive content, please email editorialallusers@shelter.org.uk