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Creator Brief

If you're sharing
Twelva, start here.

A short brief for creators, journalists, and people in recovery who want to talk about the app — what to say, what to skip, and the assets you'll need. Twelva audiences are vulnerable. The way we talk about recovery matters.

The one-screen brief

Five things, in order.

1
Lead with dignity, not relapse stats.

Twelva is built for the slow work of recovery, not for fear-based engagement. Don't open with overdose statistics or "1 in X people..." Open with the user — what daily life looks like, and how a quiet companion fits in.

2
Name the breadth: 12-step is one of five.

Twelva supports 12-step, SMART Recovery, Refuge Recovery, Al-Anon, and CBT-informed practice. Don't frame it as a "12-step app" — that's been done, and it cuts off most of the audience.

3
Be honest about the AI sponsor.

The sponsor companion is AI. Frame it as supportive peer reflection — not therapy, not a real sponsor. Don't oversell. Users need to know what they're getting.

4
Don't guarantee outcomes.

Avoid "Twelva will keep you sober" / "Never relapse with Twelva." It's harmful copy — and Apple will reject it. Twelva is a companion, not a cure.

5
Mention the 7-day free trial honestly.

"Free to download. 7-day free trial of Pro. Cancel anytime." Don't dance around it.

Do this. Don't do that.

A quick filter for tone.

Do

  • "A companion for the slow work of recovery."
  • "Whatever path you walk."
  • "For the moments between meetings."
  • "Welcome back" — never "back from relapse."
  • Talk about pace, dignity, privacy, peer-warmth.

Don't

  • "Cure your addiction."
  • "Quit drinking forever with this app."
  • "Failed at sobriety? Try Twelva."
  • "You've got this!" / hype-bro tone.
  • Overdose statistics or fear hooks.

Captions you can lift

Drop these in directly. Each one is on-brand and tested for tone.

Caption — short (Instagram, TikTok) Twelva is a quiet companion for the slow work of recovery. 12-step, SMART, Refuge, Al-Anon, CBT — every path welcome. Free to try, 7-day Pro trial. Link in bio.
Caption — medium I've been using Twelva for [N days/weeks]. Two daily reflections. A quiet AI sponsor for the days the program isn't enough. Mood and HALT check-ins. A private journal that lives on my phone, not on someone's server. It doesn't push, doesn't shame, doesn't try to be more than it is. If you're in recovery — any tradition — it's worth a look.
Caption — privacy-first angle Most "wellness" apps want your data. Twelva keeps every reflection on your device by default. Cloud sync is opt-in. They don't sell, and they don't train AI on what users write. That's the version of recovery tech I actually want.
Hook — opening line "Recovery deserves better than a streak counter."
Hook — closing line "Try Twelva free for 7 days — link in bio."

Five content ideas

If you're stuck — start here.

1. A day in the life

Morning reflection → afternoon HALT check-in → evening journal. Show the actual rhythm, not a montage.

2. Sponsor companion review

Be honest. Show a real conversation (with permission). Note what it did well and what it isn't (i.e. not a real sponsor).

3. Privacy walkthrough

Settings → Cloud Sync (off by default) → Reset All Data. The story of being in control of your own data.

4. Tradition spotlight

Pick a tradition you follow (SMART, Refuge, Al-Anon, etc.) and walk through how Twelva supports it specifically.

5. The hard moment

Talk about the breathing exercise or HALT check-in that helped you through an actual hard moment. Tell the truth.

6. Welcome back

If you've slipped, talk about how Twelva's "welcome back" framing felt — versus apps that punish broken streaks.

Brand assets

Drop them straight into your post.

Logos, color palette, screenshots, and approved descriptions live on the media kit page.

Want to coordinate?

Email us if you want a custom asset, an embargo, a quote review, or you'd just like us to know you're posting.

support@twelva.app