I synthesised feedback from organisational-wide workshops to define the key strategic goals for Stonewall, covering the years 2021-2025.

I focused on creating a strategy document that was accessible and concrete while still being inspirational for readers inside and outside the organisation.

One of the NSPCC’s strategic goals is for every child to be safe online. As part of this, the child safety online team commissioned me to write messaging that summarised progress so far, upcoming goals and encouraged readers play their part.

I wrote messaging tailored to four key audiences - NSPCC staff, parents and professionals, children and young people, and externals such as technology companies and government advisors. This required the ability to adapt register, the complexity of language and provide appropriate calls to action for each audience.

I redrafted the NSPCC strategy as part of an exploratory exercise, moving away from a focus on abuse to a commitment to supporting families. This shift allows the charity to position itself as a lifeline for all parents in need of advice, and engagement with its services as a sign of things gone right rather than things go wrong.

This project required a sizeable shift in tone while still needing to feel cohesive with the brand. It was imperative to have a deep understanding of the NSPCC’s current reputation and its goals for the future to do this work well.