Content principles

The content can be understood, found and accessed by diverse audiences, regardless of ability. It should consider the varied needs of WorkSafe’s audience.

Make sure the language is plain, respectful and inclusive. 

As a government agency, we have a legal obligation to publish accessible content. The Web Content Accessibility Guidelines (WCAG) 2.0 is a baseline accessibility standard for Australian Government content. You can test your content against the current WCAG criteria.

How to apply this to your content

• Use simple everyday words
• Use clear and concise headings
• Avoid using bold and italics for emphasis
• Reduce punctuation
• Use bullet points instead of long sentences.

The audience can rely on the information in the content. 

Victorians depend on WorkSafe to keep them safe at work. One way we do this is by providing accurate information that can be used in their everyday working lives.

WorkSafe also has an obligation to duty holders and employers that we will provide guidance that helps them meet their legal obligations.

Anyone who produces content in WorkSafe's name has a duty to protect its reputation. Reduce WorkSafe’s exposure to risk by making sure all information is accurate at the time of production

How to apply this to your content

• Check content for accuracy with the subject matter expert. 
• Reflect industry best practice.
• Seek legal advice in content development.
• Make sure content is up to date.

The audience can understand the information. Even complex topics can be broken down into simple points.

Write to a grade 8 reading level. This allows the majority of Victorians to understand the information. You can use websites such as Hemingway to check the reading level.

Easy English guidelines advise keeping to one idea per sentence.

How to apply this to your content

• Use plain language and short sentences. 
• Use bullet points to break up content. 
• Think about how you would explain the content in an informal setting.
• Ask someone if it makes sense
• Avoid jargon and legal terms. 
• Use active voice to help the audience understand who is doing what. 

The content doesn’t contradict or complicate information in other WorkSafe material. This can be either in presentation or substance. No matter how the audience interacts with WorkSafe, they will get the same user experience.

How to apply this to your content

• Make sure each point leads to the next.
• Use contractions throughout if adopting a friendly, informal tone.
• Use of same tenses.
• Make sure your messaging is consistent across the business.
• Use style and formatting consistently.
• Make sure terms are used correctly.

The content informs and empowers the audience within their personal circumstance. It isn’t generic. Speak to them as an equal partner.

How to apply this to your content

• Support user goals when interacting with the content.
• Try to put yourself in the audience’s situation, how and when do they want to be addressed. 
• Use ‘you’ if appropriate, for example in letters. It may not be appropriate in content like work instructions. 
• Start conversation from where you left off. 
• Make sure content is in a format that meets the audience's needs. 
• Don’t define people by their injury, for example use 'people living with disability' instead of 'disabled person’.

The content is up-to-date and useful to the audience’s current circumstances.

How to apply this to your content

• Reference when content was last updated. 
• Think about your target audience and their user journey
• Make sure content aligns with accessibility updates.
• Make sure content has the current WorkSafe logo and up to date branding.
• Make sure you review your content regularly.
• Use version control and archive old versions. 

Tone sets the ‘mood’ of our content. The words we use and the level of formality of our content influence the tone.

Three levels of tone formality

1. Formal

Only use formal tone for legal content, policies, reports and letters to government officials.

Formal tone is professional, neutral and objective. It creates a respectful distance between our content and the reader.

How to apply this to your content

Avoid using:

• contractions
• metaphors
• slangs
• idioms.

Use words in line with their Macquarie Dictionary meaning.

2. Standard

This is suitable for most WorkSafe content. 

Apply standard tone in:

• emails
• letters
• digital content
• corporate communication material  
• media releases.

Standard tone creates modest distance between our content and readers. It’s also the easiest tone for most people to understand.

How to apply this to your content

• use contractions and personal pronouns
• avoid using metaphors, idioms or slang.

Example: 

Formal

You must report to WorkSafe any notifiable incidents that occur in a workplace under your management and control, in accordance with relevant regulations.

Standard

It’s important you report to WorkSafe any notifiable incidents that happen in a workplace under your management and control.

3. Informal

Only use this for social media and select digital newsletter content.

Informal tone suggests a casual and intimate relationship with the reader.

Take care to be culturally inclusive. Idioms, metaphors and informal humour can potentially alienate some readers.

How to apply this to your content

Where suitable use:

• contractions
• personal pronouns
• idioms and metaphors
• humour
• pop culture references
• personal anecdotes in place of case studies.

Avoid using:

• slang.

Voice represents the persona of who is writing.

WorkSafe adopts a 'basic government' voice. It is the voice of a ‘definitive source.'

How to apply this to your content

Use a respectful writing style

• Use inclusive language.
• Use plain language to expresses ideas.
• Avoid inflammatory language, such as name-calling or sarcasm.
• Avoid speaking down to people.
• ‘Speak’ to people – using the pronoun ‘you’, for example

Be clear and direct

• Use plain language.
• Use active (not passive) voice.
• Be concise.
• Structure ideas logically.
• Make it easy for people to understand what they need to know, or to do.

Example

Be objective and impartial

• Use facts.
• Avoid using opinion.
• Avoid bias.

Example