Communicating with the Public

Affirmative Language

Affirmative language refers to positive and supportive words or phrases that encourage people to take a certain action. It focuses on what is possible and helps motivate rather than highlighting deficits, barriers or negativity by telling the public what they can do, rather than focusing on what they cannot do. Framing messages positively can also avoid the unintended effect of resistance that people may feel if they sense they are being restricted. When possible, staff should use affirmative language to help build trust, inspire participation and create a more welcoming environment.

For example, the City’s Love ‘Em and Leash ‘Em campaign employs affirmative language to encourage dog owners to keep their pets on a leash using a positive and engaging tone, as opposed to telling dog owners what not to do.