A multi year strategic project aimed at turning around a decline in participation for one of Australia's most famous fundraising events. Implement a new human-centred strategy for retention and acquisition Create a Multi-channel comms plan 60% Growth success on previous year $2 million raised in the first year from Direct Mail alone Year on Year ROI of 4:1 , 10:1, 15:1 For 22 years, Australia’s Biggest Morning Tea had been inspiring people to gather with friends and colleagues to raise funds for cancer research. Participation rates were falling every year and the event needed to rediscover its passion, or hang up the...

The stakes are high when it comes to emergency appeals. Somewhere, thousands of human lives hang in the balance. Waiting for you to get your campaign to market, collect money and send them the lifesaving food, water, shelter or medicine they need. The Nepal Earthquake was no exception. The team at UNICEF knew the lives of tens of thousands of children were at risk. They needed a quick effective campaign ASAP. It's in these situations planning ahead pays off. As the creative director and designer on this project, my role was to work closely with writers, printers and the media buying team, to...

ChildFund encourages their global child sponsors to build a relationship with their Sponsor Child. They do this to help create a reciprocal relationship where the child is learning just as much as the sponsor parent. The research behind this is two-fold. Firstly, it's known that when a Sponsored Child receives letters and cards they develop better as people with more confidence in themselves. This affects their language skills, schooling and improves their chances at a better future. Secondly the building of this relationship better connects the Sponsor Parents and allows them to feel more rewarded when they make monthly donations. Every year...

Every year Cancer council hosts a Pink Ribbon Day campaign to encourage people across Australia to get involved and raise funds for female specific cancers. I have built and designed many of these campaigns over the years but this one stood out in particular. As part of this campaign, we gathered a group of women affected by cancer personally. Together with world renown fashion photographer Jez Smith we created an empowering and often hilarious photoshoot with some very brave women. While I was running around art directing the shoot with Jez, we also had a crew gathering video of their stories and experiences. This...

To solve the problem of new sponsor parents getting cold feet, a warm and reassuring communication program was put together to take them on a journey through the first two months. The first step was to fully understand the emotions new sponsors go through. The client had a large amount of quantitative data but not much qualitative. After a series of conversations with frontline personnel who process cancellations, more insights were gathered about a Sponsor's state of mind. What resulted was a robust comms plan designed to assure sponsors and share the direct positive effect they have on a child. I designed...