Language and Image Guides for Recruitment Flyers
Language can encourage or discourage research participation by diverse communities. Language used in application and study materials should reflect and speak to the preferences of people in the intended audience. Please note: The language written into the grant is the same language you must use in the flyers.
Racial and economic disparities create significant health risks to our communities and nation as a whole. Increasing diversity of participants in research is critical for equitable care. Researchers must consider how language can encourage or discourage participation in diverse communities and build trust with the community. Language used in communication materials should reflect and speak to the needs of people in the intended audience.
Below are resources to support the use of culturally appropriate language in research design and recruitment flyers. Note that preferred terms change over time and vary across specific communities. Take into consideration that the average American has a readability level equivalent to a 7th/8th grader (12 to 14 years old) (Center for Plain Language).
Helpful Recruitment Language and Terminology
Simple language alternatives for medical terminology
Examples: adverse = bad, catheter = tube, exhibit = show
Word search function to find plain language recommendations.
Examples: nephrologist = kidney doctor, glucose = sugar, facilitate = help
Preferred Terms for Select Population Groups & Communities
Non-stigmatizing language for diverse groups
Example categories: Gender & Sex, Disability, Age, Mental Health, Ethnicity & Race, Substance Use
Flesch Kincaid Calculator - Readability Score
Quickly check how readable your text is
This tool rates text on a 100-point scale. The higher the score, the easier it is to understand the document. Text intended for the general public should aim for a score between 70 and 80.
Framing Health Equity- Avoiding Stigmatizing Language
Advancing Health Equity: A Guide to Language, Narrative and Concepts
Providing physicians, health care workers and others a valuable foundational toolkit for health equity.
Resources & Style Guides for Framing Health Equity & Avoiding Stigmatizing Language
Links to references, other resources, and style guides to frame health equity and disparities.
How to use images and icons
Make sure images are:
- Relevant to your study and represent your target audience (e.g., includes older adults if recruiting for an aging study)
- High-quality, do not use content that is out of focus
- Authorized for use and all copyright regulations are approved
- Note: Graphics can be used and sometimes are more universal than a photo
Consult Columbia University's Branding and Identity Guides and Resources
Image and Icon Libraries
CUIMC Logos and Images
The CUIMC Brand Center is a digital asset management tool for the entire medical center. There you will find logos, images, templates, and other digital assets for all your communications and marketing needs.
The websites below offer free images and icons that may be helpful.
Always check copyright restrictions and licensing information before using photos.
Consult Columbia University's Branding and Identity Guidelines