Campaigns from ideation to evaluation
If you’re in the early stages of planning an advocacy campaign, I can help with research, strategy, theory of change, digital mobilisation ideas, planning and delivery. Whether your focus is to drive meaningful change, or you’re trying to grow your email list (or both), I can help.
Award winning
I delivered the audience and sector research, and campaign strategy, for Wellbeing of Women’s “Just a Period” campaign, which won ThirdSector’s Comms Campaign of the Year award in 2024 (creative by Lark).
I was also shortlisted for a CharityComms Inspiring Communicator Award (best freelancer and charity collaboration) for my work on this campaign.
Other examples of my advocacy campaign strategy work:
- Persona development, supporter journey mapping & measurement framework for Asthma UK’s Prescription Charges campaign.
- Theory of change, messaging and advocacy consultancy for a Client Earth campaign against greenwashing.
- As Head of UK Campaigns at petition site Care2, I worked with charities of all sizes on their policy and campaign strategy. Gaining national media coverage and achieving change for many. Including: anti-upskirting, against hostile architecture, against fox hunting and for the release of detained asylum seekers. As well as online petitions and email to target actions, I also organised on-the-ground protests, meetings with decision makers and petition delivery events.
- I’ve delivered training on digital mobilisation to grassroots organisers at Campaign Bootcamp and to large charities at e-Campaigning Forum’s conference.
- I have extensive campaign copywriting experience. I have written email journeys, petitions, website copy, press releases, organic social media and paid ad copy.
Strategic
I’ll work with you to make sure your campaign strategy covers:
- Who has the power to enact change?
- How will you mobilise supporters?
- What does success look like and how and when will you measure it?
Elements of campaign strategy delivery may include:
- Defined objectives.
- KPIs and measurement frameworks.
- Defined theory of change, campaign target, advocacy mechanic.
- Persona profiles, supporter journeys and user stories.
- Key messages and content themes.
- Planning calendars for email, social media and website.
- Internal process design / workflows / sign-off procedures for managing digital comms.
- Information architecture, user experience and user interface recommendations (IA, UX, UI).
Activist
I’ve been an activist since I was 9 years old, when I became a Youth Media Contact for animal rights charity Viva! I’ve since personally led grass-roots groups on topics including sex-education, abortion rights, LGBTQ rights, women’s rights and workers’ rights. I’m passionate about social justice, feminism, animal welfare and the environment.
Below is a photo of me in a cage in my local paper when I was 15, campaigning for better treatment of farm animals, and a photo of me at a petition delivery event I did as part of my work at Care2.
