Wording
& Tone
The language YSM uses must use positive descriptors and dignified language.
Language in our communications should be bold, inspirational, confident in tone, but respectful and humble in spirit.
On this page:
YSM and sub-brand positioning statements and strategic pillars
Language descriptors of community members and programs ( to use and not to use)
Why we call ourselves YSM rather than “The Mission” or “The Yonge Street Mission”
Positioning Statements & Strategic Pillars
YSM Positioning Statement
To people who believe that every person is of value and has promise, YSM is the vibrant,
local Christian development agency that is leading a collective movement - going beyond meeting immediate needs by offering holistic programs and a pathway that can transform the lives of people living with poverty in Toronto from merely surviving to thriving.
Strategic Pillars
Changing Lives
Building Communities
Transforming Toronto
YSM Focal Population Names
Street-involved youth
Families in need
Adults experiencing chronic poverty
Sub-Brand Positioning Statements
Evergreen – A Yonge Street Mission program focused on street-involved youth.
Bridges - A Yonge Street Mission program focused on adults experiencing chronic poverty.
Cornerstone - A Yonge Street Mission program focused on families in need.
Double Take – A YSM community employment/training initiative.
Community Members & Programs
When referring to our community members, language which is labelling should be avoided.
We use positive descriptors when talking about community members and their journeys.
Community Members
Use:
Experiencing poverty
Low income families
Families in need
Struggling neighbours
Individuals
Youth (Singular - not “youths”)
Friends
Community members
Neighbours
Don’t use:
Poor
Living in poverty
Them
Those people we serve
Homelessness:
There are community members in all the populations YSM serves. However, there are many street-involved youth, families in need, and adults experiencing chronic property who come to YSM who have homes or temporary housing.
Please do not make reference to ALL people who visit YSM as being homeless.
Program Descriptors
Use:
Life-skills workshops
Employment training
Pre-employment Training
Don’t use:
Rehabilitation
Work-therapy
“YSM” vs “Yonge Street Mission” vs “The Mission”
Preferred Name
To be used at all times to maintain brand consistency:
The first reference should be “Yonge Street Mission (YSM)”
Any other references must use “YSM” - this is the preferred name.
Within YSM’s website/social media, use only “YSM”.
Legal Name
“The Yonge Street Mission” is our legal name and while use of “the” is, at times required, it should not be capitalized and should only be used for legal and financial documents.
“The Mission”
While “mission” is a very important part of our name, it refers to our goal and our faith, reference to us as “The Mission” should be avoided as we are more than our goal and we are also not the only mission in Toronto.