The Humanist Standard

Famasi Africa's National Positioning, Language Rules & Multi-Holiday Playbook

SECULAR BUT NOT AGNOSTIC / ATHEIST · BRAND & GROWTH

Core Philosophy

Positioning Framework

We are secular, but we are not sterile, atheist, or agnostic

The Agnostic Trap

AVOID THIS

Treating major cultural holidays purely as gray operational blocks on our calendar out of fear of religious association.

Refusing to mention "Eid," "Easter," or "Sallah" on public feeds.
Makes the brand feel cold, detached, and corporate.
Ignores the real-life cultural context of our users' lives.

✗ Violates Cultural Fluency

The Sectarian Trap

AVOID THIS

Endorsing, adopting, or mimicking theological rituals, scripture, or sacred religious architecture.

Using Arabic calligraphy, Bible verses, or Quranic quotes.
Alienates non-adherents across our diverse national user base.
Compromises our standing as a trusted, neutral medical provider.

✗ Violates Neutrality

Humanist Sweet Spot

DO THIS

Acknowledging and honouring the human, cultural, and communal experiences of the public holiday.

Celebrate shared values of rest, family reunion, and wellness.
Speak to the actual people celebrating, not the doctrine itself.
Align festive sharing with physical and mental recovery.

✓ The Famasi Standard

Language Standards

Standard English Only

English Fonts Only & Regional Bias Mitigation

English Fonts Only: All public communications must strictly use standard English alphabet (A–Z). No liturgical scripts (such as Arabic calligraphy) on public text or graphics.
Southwest Bias Mitigation: Avoid defaulting strictly to Southwestern (Yoruba) colloquialisms like "Ileya" or "Odun" on national feeds. These terms alienate parts of the country, particularly the North and East.
Universal Default Rule: National-neutral terms like "Sallah," "Christmas," "Easter," and "Eid al-Kabir" must be our standard default on all public-facing assets.
Campaign Segmentation: Southwest regional terms like "Ileya" may be used ONLY in highly targeted, location-segmented local campaigns (e.g. a Lagos-only SMS), never as default public social posts.

National Vocabulary Mapping

Holiday / Event	Avoid (Yoruba Bias)	National Standard (Symmetric)
Eid al-Kabir	"Happy Ileya, fam!"	"Wishing you a restful Eid al-Kabir / Sallah holiday"
Eid al-Fitr	"Happy Post-Ramadan"	"Wishing you a peaceful Sallah / Eid al-Fitr holiday"
Christmas	"Happy Odun Keresimesi"	"Wishing you a restful year-end / holiday season"
Easter	"Odun Ajinde"	"Hope you enjoy the Easter long weekend rest"

Visual Design & Approval Guidelines

Design Code

Visual asset boundary guidelines and pre-campaign litmus test

✗ Theological Symbols (AVOID)

No religious architecture: Mosques, churches, minarets, steeples, altars, pulpits.
No sacred texts / glyphs: Arabic calligraphy, biblical verses, scriptural quotes, holy books.
No pure sectarian iconography: Crosses, Islamic crescents, angels, prayer mats.

✓ Humanist Elements (DO USE)

The Food & Table (Feast): Styled platters of seasoned meat, bowls of steaming rice, fresh salads, hands passing food.
The Rest & Reunion (Wellness): People laughing in warm modern living rooms, families resting, comfortable lounge chairs.
The Elements of Care: Warm ambient lighting, refreshing water glasses, stylized foliage, modern lifestyle illustration.

📋 The Creative "Litmus Test"

Pre-campaign checkoff questions:

Alphabet Test: Standard English (A–Z) fonts only? (No Arabic calligraphy).
Architecture Test: Free from churches, mosques, crosses, crescents?
Human Experience Test: Focuses on food, rest, family, or recharge?
Vocabulary Test: Uses national-neutral Sallah/Easter/Christmas?
Email Segmentation: Copysheet religiously neutral (rest-focused)?

Multi-Holiday Playbook

Scenario Dashboard

Holiday campaign scenarios: Themes, Visuals & Multi-Channel Copy

🥩 Eid al-Kabir (Sallah)

The Human Theme: Meat sharing, family reunions, festive cooking, physical recovery.

Visuals (Do): Hands passing stylized platter of seasoned meat, glass of water, standard English fonts. No mosques or crescents.

Social: "As the Sallah holiday begins, we hope you find genuine time to rest and share meals with family. 🥩 If you're enjoying the festive feasts today, remember to pace yourself & stay hydrated. We're online 12-6 PM for medication advice!"

Email (Neutral): Focus on "The Holiday Eating Survival Guide" & "mid-week holiday rest". No religious mentions.

🎄 Christmas & Year End

The Human Theme: Deep rest, reflection, sharing warmth, surviving dry Harmattan weather, starting fresh.

Visuals (Do): Cozy modern living room, warm lighting, soft blankets, styled foliage. Checklist of Harmattan tips (hydration, lip balms).

Social: "The end of the year carries its own quiet rhythm. 🎄 As the holidays begin, we hope you find genuine time to rest, breathe deeply, and stay safe in this dry Harmattan weather. Wishing you a restful year-end from all of us!"

Email (Neutral): Focus on "The End-of-Year Major Closure" with Harmattan wellness tips & pre-dispatched refills notice.

🐣 Easter Weekend

The Human Theme: Long weekend, mid-year recharge, spring/wellness tips, family gatherings.

Visuals (Do): Styled spring foliage, calendar highlighting a long 4-day weekend, or family dinner. No crucifixes or empty tombs.

Social: "The Easter long weekend is a perfect time to step back, recharge your batteries, and spend quality time with those who matter most. Settle in for some good rest! 🐣"

Email (Neutral): Focus on the "Easter Weekend Holiday Notice" by framing it as a standard public "4-day weekend rest".

The Humanist Standard

Famasi Africa — Positioning, Copywriting Guidelines & Multi-Holiday Playbook

Review Collaborative Document

brand@famasi.africa · www.famasi.africa