Rare Disease Day
Rare Disease Day is a global event in February to raise awareness of little-known conditions. Working with the Childhood Eye Cancer Trust I used this as a hook to launch a PR campaign to highlight the symptoms of retinoblastoma – an aggressive eye cancer affecting babies and young children. Using data and storytelling, I pitched the story to health editors and it received 150 regional and national media mentions in one day, including the Mirror, Sun, Mail Online and Huffington Post.
Retinoblastoma Awareness Week
Retinoblastoma Awareness Week is held in May to inform more people about the symptoms of this little-known childhood eye cancer. I developed a multimedia communications campaign for the Childhood Eye Cancer Trust and achieved 21 regional, national and health trade media mentions, reaching 3.4m people. Through visual, compelling content, the charity’s Facebook reach was 143,478 (443% higher than the previous week) and it had 13.7k Twitter impressions (315% higher). The story was picked up by influencers include Dr Mummykins.
At Blue Cross I wrote all the content for the pet charity’s external communications, including website, blog, e-newsletter, supporter magazine and annual report. During this time the charity won an email campaign award, increased readership of its blog by 300%, was shortlisted for an award for its annual report and was ranked 32 in the UK’s top 100 most social brands.
Inspiring future generations
Success at School provides careers advice for young people and is partnered with 250 schools across the UK. I worked with its CEO during the start-up phase to create and implement its first communications strategy and develop brand guidelines. I managed its digital content and PR activity, writing daily blogs around education, apprenticeships and careers and proactively generating media coverage around key dates in the academic calendar, such as GCSE results day. After implementing this strategy, the website saw a 40% increase in traffic.
Volunteer and guest recruitment
Contact the Elderly provides social gatherings for older people who live alone and supports more than 6,200 people a year. One of its main objectives is to recruit more volunteers and guests. I wrote and designed a new suite of materials (posters, leaflets, invitations) which could be localised and used by regional teams for recruitment. I developed and implemented a case study database and managed media activity, helping to achieve 100 mentions a month, including the Daily Telegraph, BBC News, Evening Standard and trade media such as Care Talk. These included case studies, opinion pieces and comment.
I worked with Ambition, a UK youth charity, providing one to one copywriting training and mentoring to the Communications Manager. I met with them monthly, covering the following topics: website and blog content, writing press releases, social media, marketing for charity and email newsletters.