If I’m completely honest, content and trigger warnings are not something I always thought about.
As a copywriter, I’ve tackled a lot of subjects over the years that I learned about on the job — skin care, insider trading, golf technique, weddings, growth supplements for legal cannabis … even ED — but I suppose there comes a point in a copywriter’s career where they’re faced with a story that not only requires care and due diligence, but also forewarning.
It was such a story that I encountered after joining a team in the nonprofit sector.
When it comes to fundraising, there are stories that need to be told and honored in a way that in my experience, other marketing copy does not call for; stories that are tragic but remind people they are not alone and validate real needs that exist in the world.
It is by one of these stories that I arrived at my own need: to write my first-ever trigger warning.
Exactly how does one write a trigger warning?
I thought it would be easy to find all the answers online but when it came down to it, I was hard-pressed to find a source that captured everything I needed.
And so, if you’ve arrived at the moment in which you understand your duty as a content creator to honor the unique and private struggles of your audience, I have two things to say to you:
- Thank you. Not all writers and editors care enough to stop traffic on that pressing blog article or social media post, but you do. You care that your content could unintentionally harm someone. That care is what sets you apart from others in your field, including AI.
- This is hard to do. It’s scary even. And I know it’s tempting to just abandon the content that brought you here, to this article. But if you truly believe yours is a story that should be told, as much as you believe it’s a story that will be hard for some to hear, that’s exactly why I’m writing this article.
Content warnings vs. trigger warnings
Although sometimes used interchangeably, they are not the same thing.
The easiest way I’ve found to describe the difference between a content or trigger warning is this: a content warning lets audiences know that content may be offensive or upsetting. A trigger warning lets an audience know that content may trigger post-traumatic stress.
For example, I may be upset by a graphic video of someone popping a pimple but it won’t trigger symptoms of PTSD because I have not lived a trauma related to a pimple being popped.
Your first course of action is to decide which of these you need.
Formula for writing content and trigger warnings
The most likely place you’ve seen a content warning is in films. However, films are a very different medium from a digital writing piece such as a blog article or social media post.
This is why I didn’t reference films directly for the formula. Instead, I found that social media seems to have the most consistent method. That is using an abbreviation plus the keywords for what lies below.
Here’s what that looks like:
For a content warning: CW // keyword
For a trigger warning: TW // keyword
Your keyword should succinctly indicate what types of content wait below your warning.
Here is a list of common keywords for warnings:
- Sexual assault
- Abuse
- Child abuse, pedophilia, incest
- Animal cruelty, animal death
- Self-harm, suicide
- Eating disorders, body hatred, fat phobia
- Violence
- Pornographic content
- Kidnapping and abduction
- Death or dying
- Pregnancy/childbirth
- Miscarriages/abortion
- Blood
- Mental illness and ableism
- Racism and racial slurs
- Sexism and misogyny
- Classism
- Hateful language direct at religious groups (e.g., Islamophobia, anti-Semitism)
- Transphobia and trans misogyny
- Homophobia and heterosexism
- Swears or curses
- Nudity
- Murder
- Torture
Also, think about where your warning will show. There needs to be ample space between the warning and the content the warning is for.
Think of the barriers that are placed for street construction. They’re a few steps back from where the actual construction is, so you have enough warning not to walk into it.
What if a keyword itself could upset, offend or trigger someone?
This was the question I had when I started looking at lists of common warning keywords.
The answer to this question is not cut-and-dry. The truth is some people who have experienced trauma may be triggered by just a phrase. But, as content creators, it is a far greater error allowing them to stumble into triggering content with zero forewarning — and they cannot possibly know whether that content will trigger them unless they know the reasons it might.
Think of it like a yield road sign. It cautions drivers, but it is not a stoplight. Ultimately, they must assess the road ahead and decide whether it is safe for them to proceed.
For example, you may be tempted to substitute the keyword “suicide” for “death.” But what you need to understand is that to individuals who have encountered one or both of those things, they are different. There is a reason both make the list.
That being said, you should take care not to be overly descriptive with your keywords. Try to stick to the common list and only deviate when you believe it is the best possible way to warn your audience of content that could cause them harm.
Caring for your audience beyond a warning
Because you care, you may already have realized that your content is of a nature that requires more than just the warning. You may be thinking about your audience and how they’ll feel after they read something that evokes negative or difficult emotions.
Follow that instinct. While I can’t provide you a formula for this portion, here is my advice when it comes to drafting what I call an aftercare statement: Consider what your audience may be feeling or thinking after reading the content. Are there resources you can provide them to that effect? Include them, succinctly.
A common example of this is directing individuals to a national hotline, text line or website with more resources.
Caring for yourself after handling difficult content
So you’ve added your content or trigger warning and drafted your aftercare statement. Amazing. But now, let’s talk about you and how you’re feeling.
Just because you’re at the other end of this content doesn’t mean it didn’t negatively affect you. You are a whole human with the full spectrum emotions and you’ve lived your own experiences, some of which likely involved trauma.
It’s not remotely audacious to suggest that in handling this content, you yourself may have been offended, upset or triggered.
So, take care of yourself. Take a break if you need to. Talk to a friend, coworker, or even your boss (if you’re comfortable doing so) about how you’re feeling. Practice self-care and remember that what you’re feeling makes you human — it’s what makes you good at what you do.
And commend yourself on choosing to invest your energy into preventing others from experiencing discomfort or harm. What seems like just a few sentences could make a world of difference for someone. Isn’t that what copywriting is all about?
