All British Council communications should be constructed with our purpose in mind: to build engagement and trust for the UK through the exchange of knowledge and ideas between people worldwide.

The purpose statement aims to sum up why we exist – what we do and why we do it – in one simple statement. It ensures that our stakeholders see the value of investing in us.

It is not meant to be a headline or a strapline. You don’t necessarily have to use these particular words. It’s the thought that you have to keep in mind.