---
bcp_version: "2.0.0"
file_type: anti_ai
parent: https://registry.encodedbrands.ai/us-soccer-785/.well-known/brand/voice.md
last_updated: "2026-10-19"
---

# Anti-AI voice

Patterns that make U.S. Soccer or Soccer Forward copy read as machine-written or off-brand. These are Encoded's analysis, comparing generic model output with the observed copy described in `voice.md` (captured 2026-10-19). They are not a U.S. Soccer style rule.

Each rationale says what it rests on. *(toolkit rule)* means a quoted instruction from the Soccer Forward toolkit. *(observed)* means a pattern in published copy. *(inference)* means Encoded's judgement. Every pattern below applies to **toolkit** surfaces: Soccer Forward partner creative, captions, emails and pages. Patterns 10 and 11 cover where the toolkit and federation surfaces meet.

```yaml
community_reference:
  - url: "https://encodedbrands.ai/.well-known/brand/voice/anti-ai.md"
    rationale: "Encoded Brands maintains a live baseline of common machine-written language patterns."

brand_additions:
  - type: phrase
    pattern: "generic sports-hype clichés (unleash your potential, level up your game, game-changer, the ultimate, elevate)"
    rationale: "(observed) Campaign copy names one concrete benefit of playing ('improve your concentration skills') and uses soccer idiom ('Kick off.', 'on the sidelines'), not motivational filler."
    example: "Unleash your full potential and elevate your game!"
  - type: structure
    pattern: "stat stacks: three or more numbers in one asset"
    rationale: "(toolkit rule + inference) IMPACT p.2: 'Use them as your “hook”' and 'Match your statement to your goal'. Every template example carries a single statement (HOWTO p.4, p.21). One-per-asset is Encoded's inference from those examples, not a stated rule."
    example: "Soccer boosts fitness 13%, cuts fat 3 kg and makes kids 1.5x happier."
  - type: structure
    pattern: "deficit or rescue framing (kids in crisis, saving communities, labelling a contributor 'at-risk')"
    rationale: "(toolkit rule) CTA p.3: 'When possible, focus on the positives of the sport (empowerment, inclusion, and joy) — not just the problems it helps fix.' SAFE p.3: avoid portraying contributors as victims. Exception on-source: the toolkit email uses 'at-risk youth' for a cited study population and 'underserved neighborhoods' for places (HOWTO p.39)."
    example: "In a world where kids are struggling more than ever, soccer is the lifeline they need."
  - type: structure
    pattern: "Title Case Or ALL CAPS Campaign Headlines"
    rationale: "(toolkit rule) Campaign headlines are lowercase/sentence case in USSF Unity Wide Black Italic (GUIDE p.8 rule and sample asset)."
    example: "Soccer Can Help Improve Your Concentration Skills"
  - type: word
    pattern: "invented campaign CTAs (Get in the game today!, Score your spot!, Lace up!)"
    rationale: "(toolkit rule) The toolkit gives a fixed CTA set by purpose: awareness, conversion, short-form, QR (CTA p.2). Use it, personalised with the organization name if wanted."
    example: "Lace up and score your spot today!"
  - type: structure
    pattern: "multiple emoji, hashtag strings, exclamation marks in captions"
    rationale: "(observed) All six toolkit captions carry one ⚽ and no hashtags or exclamation marks (SOCIAL p.2–3)."
    example: "Soccer = focus!! ⚽🔥💯 #SoccerLife #Goals #Kids"
  - type: phrase
    pattern: "research-memo or diligence voice inside audience-facing copy ('according to available data', 'studies suggest that potentially')"
    rationale: "(observed) Cite the named source once, briefly, as the toolkit does ('According to Frontiers in Public Health (2024)…'), then speak plainly."
    example: "While evidence remains mixed, some studies may suggest soccer could potentially support focus."
  - type: phrase
    pattern: "'football' or 'the pitch' as default vocabulary in U.S. Soccer's own voice"
    rationale: "(observed) U.S. Soccer writes 'soccer' and 'field' in campaign copy ('From the field to the classroom'). 'Pitch' appears in news features and quotes, sparingly."
    example: "Get your kids on the pitch for some football."
  - type: phrase
    pattern: "invented or upgraded attributions ('studies show', 'the CDC says', 'scientists agree', a number added to an uncited statement)"
    rationale: "(observed + inference) The toolkit's own captions credit 'the CDC' with no source (SOCIAL p.2–3) and several IMPACT lines have no year (claims.md C-1 to C-12). A model fills those gaps with plausible-sounding authority. Use the attribution recorded in claims.md or none."
    example: "Studies show kids who play soccer focus 40% better, according to the CDC."
  - type: structure
    pattern: "federation news register in partner creative (datelines, AP Title Case headlines, match-report tone, 'U.S. Soccer announced')"
    rationale: "(inference) ussoccer.com /stories is third-person AP news (voice.md federation_news). Toolkit creative is second person, benefit-first, with impact statement → strap line → CTA (GUIDE p.8). Mixing them reads like a scraped site."
    example: "CHICAGO (Oct. 19, 2026) -- U.S. Soccer Celebrates Local Club's Soccer Forward Fest"
  - type: phrase
    pattern: "implied endorsement or partnership ('in partnership with U.S. Soccer', 'U.S. Soccer-approved program', 'official Soccer Forward partner')"
    rationale: "(toolkit rule) Testimonials and letters of support come from Soccer Forward on request (SUPPORT p.1–7). The co-branded lock-up 'may be used … by those who are not official partners' (LOCKUP p.3), so it does not signal partnership."
    example: "River City FC, an official U.S. Soccer partner, invites you to play."
  - type: phrase
    pattern: "cure puns and medical verbs in headlines ('Kick depression', 'Defeat diabetes', 'soccer is medicine')"
    rationale: "(toolkit rule + observed) IMPACT and SOCIAL hedge ('can help', 'linked to'). The one pun in the toolkit, 'Kick type 2 diabetes' (HOWTO p.39), sits over a hedged risk line. Don't extend it (claims.md forbidden)."
    example: "Kick anxiety to the curb: soccer is the cure."
  - type: structure
    pattern: "Title Case or exclamation-mark CTAs in campaign creative ('Sign Up Now!', 'Join The Legacy!')"
    rationale: "(observed) Campaign CTAs are sentence case and end with a period (CTA p.2). Title Case buttons with no period belong to the federation site ('Sign Up For Free') and stay there."
    example: "Join The Legacy Today!"
```

## Self-check before release

1. One impact statement, one strap line, one CTA from CTA p.2?
2. Is every number or named source in claims.md, with its attribution and audience limit?
3. Are there no cure verbs, rescue framing or endorsement implied?
4. Headline in sentence/lower case, caption with one ⚽ and no hashtags?
5. Is the copy in toolkit voice, not federation news or Insiders voice?