Campaigning against reasonable punishment

I was the lead copywriter on this project that aimed to rally the public and MPs against the reasonable punishment of children, getting the government to change the law.

This project involved multiple ideation rounds, creating concepts that addressed the delicate nature of the campaign while also capturing the public's attention. The chosen concept featured a strikethrough motif, crossing out "punishment' and encouraging lawmakers to be reasonable and protect children.

I helped to shape the messaging of this and our other conceptual ideas. Once this concept was chosen, I was the lead copywriter throughout development and delivery, creating assets once we knew the media plan and rolling out messaging for different teams to use externally and internally.