I consulted for One Water from May - October 2024 on a rebrand project. One is a bottled water brand that was founded with a clear vision - to ensure that everyone has access to clean, safe water, forever. A founder-led business, One has changed over 5 million lives since it was founded in 2005, and the business is constantly working to be best-in-class on sustainability.
But One’s proposition was not cutting through on-shelf to consumers. I joined Ian, Brand Director, to help identify next steps to help One reach its potential and raise more funds for clean water projects. Having delved into the brand’s history, I helped commission new quant and qual research to truly understand how our audience felt about ‘ethical’ brands, and how to handle sustainability now it has become so commoditised.
Our research led to my developing a creative strategy and brief, and running a process to find the right design partner. Alongside a reinvigorated pack design and copy, I was able to provide Ian with a brand strategy based on our research findings and prepare a brief for tone of voice and purpose development for a future piece of work.
One Water - rebrand
Age Without Limits - behaviour and attitude change campaign
I currently work part-time (job share, mat cover) as Head of Campaigns for charity The Centre for Ageing Better. Ageism is a pernicious form of discrimination - the most commonly experienced in the UK - but it is rarely talked about. I head up Age Without Limits, Ageing Better’s first mass-reach marketing campaign, to raise awareness and understanding of the issue, and shift attitudes away from the negative way many of us currently see ageing and older people - a shift that will benefit us all as we age.
The campaign consists of a mass-reach paid advertising national campaign, an Action Day, social media, ongoing PR moments and commentary (managing agencies and other external partners), and working with storytellers with lived experience.
End Laptop Poverty - campaign for the Social Mobility Foundation
As head of Revolt’s charity and nonprofit arm, I developed strategy and creative for a campaign to raise awareness of the fact 1m kids had no device to join remote learning in lockdown - and increase donations of laptops. The work was for our client the Social Mobility Foundation, who identified the digital divide as a key but overlooked barrier to young people being able to reach their full potential, both at school and in gaining crucial work experience - exacerbated by lockdown.
I negotiated a free national OOH campaign from Ocean Outdoor, social and editorial from Joe Media, and ran a stunt at the Houses Of Parliament. We received coverage from ITV, the Guardian and Evening Standard and were able to secure Labour MP Siobhain McDonagh as an advocate. The laptop charities we partnered with saw a 50% increase in donations and ELP directly delivered 1500 donated laptops to students in a 6 week period. The campaign won a Drum Social Impact Award.
Life Unseen - social impact brand / campaign for PepsiCo
I led the team to deliver strategy and creative on this new programme for PepsiCo’s LifeWtr brand in the US, with a goal of improving representation in the arts. The programme included commissions for underrepresented artists, a search for next gen talent, and mentorship from actor, writer and director Issa Rae. We also developed an ATL campaign including film (online and TV - debuted on the Daily Show with Trevor Noah), paid social, PR and on-peck to raise awareness of the issue and promote new artists.
The campaign exceeded all KPIs, but most importantly put at least $260k additional income into the hands of underrepresented creators during the campaign.