Digital

Writing for wellbeing: why we created a trauma and stress writing guide

June 18, 2025 by deborahamzil No Comments | Category Client communications, Content Design, Digital Scotland, Social Security Scotland

Guest blog from Sarah Waterfield, Senior Content Designer at Social Security Scotland.

At Social Security Scotland, we know that language matters. The words we use in our communications and webpages shape how people experience our service. Many of our clients have faced difficult life events or negative experiences with benefits. If our language is complex or stigmatising, it makes it harder for people to get the support they need.

That’s why we created a trauma and stress writing guide. It gives clear, evidence-backed advice on how to write in a way that supports people, rather than adding to their stress.

Why we wrote the guide

We’ve always been committed to clear, accessible communication – it’s the law. But we also want our content to reflect our values. We tell people in our Charter that they can expect a positive and stress-free experience with us. This guide helps us put this commitment into practice.

User research showed that some of the language we were using was a barrier. For example, some clients were not responding to requests to complete their benefit review. When we looked closer, we found that we were using formal language and words like ‘prosecute’ to try and communicate why this was so important.

This was a moment of realisation: although our intentions were good, our language choices could make a stressful process even harder. Was this contributing to a low response rate? We wanted to make sure we were designing content that helps people complete tasks with confidence, not fear.

How we developed it

We started by setting key research questions to guide our work. One of these questions was: how does legal language affect people who’ve experienced trauma or stigma around benefits?

In our service, sometimes we need to tell people what the law requires them to do. The way we communicate this can make a big difference to how people feel.

To answer this question, we looked at

• NHS and Scottish Government resources on trauma-informed practice
• legislation, equality reports and Our Charter to understand our duties
• research from the UK government, Joseph Rowntree Foundation, mental health charities and Home Office on how language impacts people who’ve experienced trauma and poverty
• insights from our own user research and experience panels
• other style guides to help us understand best practice language across organisations

We found that a lot of the trauma-informed principles that help us write about legal duties intersect with content design principles.

Focus on actions

Starting with the action is faster for readers to get the information they need and move on. But it also puts the law in context for clients. This helps people understand and act on their rights – which is what our Charter and legislation require us to do.

For example, we can say ‘Tell us if something changes, so we can make sure you’re getting the right payment’.

Use clear, neutral language

Using plain English is an established way to make things clear. But it also helps us avoid language that can feel stigmatising or judgmental. We know that many of our clients face stigma around accessing benefits. If we sound overly formal, we risk reinforcing that. Using complex words can have an emotional impact we may never have intended. It may even stop someone from engaging with us.

For example, ‘you must’ is a neutral way of introducing something that’s a legal requirement. A conditional statement like ‘if you don’t do X, then Y will happen’ could sound more threatening and introduce uncertainty, which can make the message harder to take in.

Sometimes, we do need to include legal terms. If that’s the case, we should explain what they mean and why they matter to the person reading. That way, we give people the information they need without adding unnecessary stress.

Use active voice

Writing this section challenged us to think carefully about tone, structure and accountability. Passive voice can blur who is responsible for what. That’s not helpful when you’re trying to build trust. Clear, active language not only improves understanding, it can reduce stress and empower people to act.

Passive voice can hide who is responsible for an action or what’s expected of the reader. For example, a sentence like ‘Your application is being reviewed’ doesn’t say who is reviewing it, or when. Whereas ‘We’re reviewing your application’ is clearer, warmer and more transparent.

This entry became a touchpoint for the rest of the guide. It reminded us that trauma-informed writing is not just about avoiding ‘bad’ words. It’s about shaping every part of how we experience content – the voice, tone and structure.

The challenges

Balancing different needs was a key challenge. Being clear about legal responsibilities isn’t just about compliance – it’s a way to respect our clients’ rights and build trust. People using our guide need practical advice to write supportively while staying legally accurate.

Another challenge was identifying language that could be triggering. Some terms may seem neutral to one person but carry difficult associations for another. That’s why we focused on research and evidence to guide our recommendations.

What we hope to achieve

We want this guide (and the style guide in general) to make it easier for everyone at Social Security Scotland to write in a way that’s clear, supportive and appropriate. It gives anyone writing:

• a shared evidence base for making language decisions
• guidance on avoiding words that may cause stress or stigma
• advice on using language that reflects our clients’ needs and experiences

This is just the beginning. We’ll continue to refine and add to the guide based on feedback and research. If you have thoughts on the new chapter or want to contribute to future updates, we’d love to hear from you. Email us at: usercentreddesign@socialsecurity.gov.scot to get in touch.

Tags: content design, Design and User Experience, digital, digital public services, Social Security Scotland, user centred design

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