How do you apply ethical storytelling principles to an animal charity?

This was the question posed to me by Working Animals International (then SPANA), who wanted to ensure their rebrand was aligned with their ethical and decolonial values.

Peek Vision is an incredible organisation, app and data intelligence platform that brings free, accessible eye screening to millions of people in need of eye care.  

It was a huge privilege and learning experience to immerse myself in the Peek Vision world as part of a project to write their 2025-2028 strategy report.

Sometimes, clients come with a lot of the elements already in place. When I was approached by the National Deaf Children’s Society (NDCS), they were already on an exciting journey with their brand.

I wrote the copy for the fundraising Spring Appeal for The National Trust.

I conducted a research review and developed brand stories and a full messaging toolkit for Vodafone Foundation in Europe.

We wrote new copy for many pages on the Muscular Dystrophy UK website.

We worked with C Space to write the S Word: an 85-page report on how brands can break away from sustainability paralysis.

I wrote the copy for the fundraising Spring Appeal for Jesuit Missions.

I've become an officially approved Trainer for Media Trust.

I developed a brand story, messaging and copy for Inspiration For All.

I conducted a brand storytelling workshop, and created a messaging toolkit and tone of voice guide for Christian Aid.

I worked with the lovely storytelling people at Catnsake to develop a legacy proposition for World Animal Protection, one of the leading global animal charities.

I wrote the script for an animated training film illustrating the UNEP’s commitment to human rights, gender equality and leaving no one behind.

I wrote the script for an animated training film illustrating the UNEP’s commitment to human rights, gender equality and leaving no one behind.

I worked with Raw London on the strategic development of a new brand proposition and messaging for the disability charity Sense.

I wrote the brand story, messaging and web copy for charity filmmakers The Saltways.

I designed and facilitated a creative workshop, developed a brand story and messaging, and wrote a new golf fundraising proposition for Breast Cancer Now.

I conducted a brand storytelling workshop, and created a messaging toolkit and tone of voice guide for Charity Bank.

I wrote a series of films about climate change for the World Wildlife Fund.

I have written and edited three editions of NSPCC’s flagship newsletter, Small Talk, sent to more than 200,000 supporters.