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 Jesuit Missions.

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

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

I developed the creative concept and wrote the copy for Young Minds’ flagship fundraising event #HelloYellow.

I have written direct mail, corporate communications, major donor copy and events collateral for Orbis UK for more than ten years.

I developed the creative strategy and wrote all the copy and messaging for a global social media fundraising response to the coronavirus pandemic.

I developed the creative concept and copy for an in-hospice fundraising campaign for Sue Ryder.

I wrote the copy for 18 Keys, a women-only refuge in south London.

I wrote the creative strategy and copy for all executions for St Martin-in-the-Field’s Spirit of St Martin’s campaign.