Portfolio
The Chokeables
I have to start with The Chokeables as it's the campaign I'm most proud of.
This St John Ambulance campaign, which I led a very talented team on while in-house, saved over 50 babies' lives, reached millions and inspired more people to learn first aid.
It kick-started a brand evolution which saw St John Ambulance highly commended for brand of the year at the Marketing Week Awards.
This video summarises the many measurements we smashed. You can read more about the secrets of its success in a piece I wrote for The Guardian.
Leukaemia UK
I gave consultancy support on a retained basis for six months, providing senior-level counsel to the Chief Executive and guidance to the small communications team. During this time I helped the team launch their new brand identity and strategy and a new website. I also led on a joint campaign with Leukaemia Care to help people aged 65-75 (who are most at risk) to ‘Spot Leukaemia’ with the help of Henry the parrot.
Baby CPR babygrow with Tesco
While Head of Brand and Communications, I led on this St John Ambulance collaboration with supermarket Tesco, creating a babygrow that spelled out the instructions for baby CPR. We launched the campaign with a video on Facebook and other social channels and it had over 5 million views as well as oodles of PR.
Change the tale
As Communications and Digital Director at Dogs Trust I led the team during the Covid-19 pandemic and cost of living crisis which sadly saw an increase in calls to the charity's helpline from people wanting to give up their dog. We spotted an opportunity to show anyone thinking of giving up their dog how caring the staff on our helpline were and to help put Dogs Trust front of mind for help and advice. This radio ad and social content reached 12 million and awareness of our service rose from 50 to 53%. PR outreach resulted in 175 pieces of coverage, 90% using our call to action, with 140,000 visiting our website advice hub. It's only fitting that the incredible team was nominated for a PR Week Award as a result.
Don't be Dogfished
To raise awareness of puppy smuggling - where tiny pups are shipped from Central and Eastern Europe in appalling conditions but sold to unsuspecting buyers as 'local' pups - we launched Don't be Dogfished. Playing on the idea of catfishing - when something isn't quite what it seems - and the insta vs reality trend, we shared advice with potential buyers and encouraged them to think twice. A stunt involving a van like those used by smugglers with 'dirty graffiti' showing what really lurks behind the doors helped secure media coverage, along with emotive stories of people who had bought a puppy who wasn't what it seemed and who tragically died shortly after. With coverage including the Sunday Times, Mail Online, Metro, This Morning and ITV News as well as social and digital marketing we got the message out far and wide.