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capital letters
use for brand names, programmes, services and products. Otherwise, use sparingly. No title caps please

care home
not carehome
a nursing home is a type of care home (it has resident medical staff)
a dementia care home is a type of care home. Do not call it an EMI care home
residential care is the umbrella term for care homes

Age UK is a charity, not a Charity, organisation, business or company

use whatever helps keep the sentence clear and unambiguous

feel free to use contractions, we're, you're, can't, won't, shouldn't, don't – they're less formal

means regularly, often

means constantly, always

Is anything missing from the Age UK style guide?

Do you need clarification on any style questions? Let us know!

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Last updated: Jan 06 2020

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