My work

As part of a high-impact advocacy campaign with Animals Asia, I combined strategic PR and storytelling to highlight their mission to end bear bile farming in Vietnam. The 'No Bear Left Behind' campaign demonstrated how a charity can tell its story effectively and further its lobbying work by gaining exposure in national and global media.

The media strategy maximised the impact of a new bear sanctuary opening by placing exclusive national interviews with the charity's celebrity supporters, including Dame Judi Dench among others. To complement this, we ran a 'radio day' with Downton Abbey star Lesley Nicol to attract broadcast coverage.

The PR campaign was supported by wider communications using the campaign messaging, video and imagery across Animals Asia social media, website, blog, and email. Celebrity supporters were also asked to share the campaign assets throughout the launch week.

The overall media reach was 250 million, including three double page spreads in The Daily Express, The Daily Mirror and Hello Magazine, which included multiple key messages and the website URL. Broadcast highlights included BBC World Service and 20 interviews with our celebrity spokespeople.  The campaign achieved a 35% increase in coverage and a 53% increase in reach compared to previous Animals Asia campaigns.

Fawcett Society and corporate partner Beneden Health teamed up to develop a new campaign to tackle the UK's Gender Health Gap.

I worked with Fawcett Society to publish a revealing report detailing six compelling real-life stories of the Gender Health Gap.. This was released alongside new research showing 60% of UK women say their health issues are ‘not taken seriously’, while 57% of women have had a negative experience with a healthcare professional.

I prepared, interviewed and drew out these women's deeply sensitive and shocking stories to write up for the report, in clear and compelling language - ensuring good safeguards were in place.

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The report demonstrated how the healthcare system failed these six women,, with misogyny leading to their health concerns being ignored and dismissed.

The report and the women's personal stories were then placed at the centre of the campaign launch generating strong social engagement and national media coverage such as the Independent and Cosmopolitan magazine.

Run by ex Number 10 staff, Engage Britain (now part of Demos) was an innovative start-up - a think tank where the public did the thinking. From scratch, I led strategy and operations for campaigns and media, ​which included:

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• Creating integrated communications campaigns, including one where I shaped new research about the nation's pride in, and problems, with our NHS. Despite being a relatively unknown organisation, I secured a BBC News exclusive which ran across BBC Online, The Today Programme, BBC Breakfast,, and led to pick up from three major dailies. On the launch day we saw a 182% increase in site visitors and set content engagement records across our channels.

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• Building a storytelling function across the organisation to put people's real life voices and experiences at the heart of Engage Britain's work. I established editorial processes recruited case studies, and developed compelling content to use across our channels.

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• Leading a journalist outreach programme, successfully engaging high profile UK commentators and policy editors which resulted in coverage in outlets such as The Times Red Box, The Spectator, and The Observer.​

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Overall my work at Engage Britain landed over 400 pieces of media coverage in just 18 months, and helped secure a meeting with a Frontbench Shadow Minister.​​