What Jamal’s Feeling When he Lands on the Site?

Jamal is deeply concerned. He’s noticed changes in someone he cares about, a friend, a sibling,
a co-worker, maybe even a partner. He hasn’t been told there’s abuse, but he’s seen red flags: isolation, fear, withdrawn behavior. He’s anxious but determined. He’s worried about saying the wrong thing or making it worse. But silence feels even riskier.

He’s looking for guidance not to fix but to support.

🔍 What He’s Trying to Find or Do

• Validate his instincts: “Am I seeing this clearly?”

• Understand what abuse can look like from the outside

• Learn what to say (and what not to say)

• Get tools or language to open a conversation safely

• Find out when — and how — to suggest help or share a resource

🧭 What He Needs From the Website

• A calm, practical “What to do if you’re worried” guide

• Reassurance that it’s okay to care and to be unsure

• Lists or checklists — he wants to do this right

• Language examples, conversation starters, tips for safe listening

• Permission to reach out for advice himself (he might not realize the helpline can support him too)

💠 What He Values

• Respect — for the person he’s worried about

• Care — emotional presence, not just solutions

• Clarity — specific tips, not just theory

• Boundaries — he wants to help, not overstep

• Loyalty — he’s showing up because he cares

🎯 What AWHL Wants Him to Know

“You don’t need to have all the answers — just being there can make a difference.”

💬 Tone & Language Tips

• Reassure him without praising him — focus on “We’ve got you,” not “You’re a hero.”

• Speak to him directly: “If you’re worried about someone…”

• Avoid assuming gender or relationship type

• Use calm, non-blaming language: “You might be noticing…” “It’s okay to have questions.”

• Empower with clarity, not pressure

❓ Top Questions He’s Trying to Answer on the Site

• How do I bring this up without pushing them away?

• What should I say? What should I avoid?

• What if they’re not ready to talk?

• Can I call or chat with someone just to ask for advice?

• What if I’m wrong — but what if I’m right?

🖥️ Design Implications

• Dedicated “Worried About Someone?” page with calm, practical tone

• Downloadable or shareable “How to Help” guide

• Conversation starters in plain language

• Emphasis on how to listen, not just what to say

• Chat CTA framed as: “Want to talk through it?” — safe for allies too

• Optional sharable links or cards he can send to someone directly