Child Poverty: audience-led integrated marketing campaign

At Barnardo's, I led the content and digital engagement for the Child Poverty campaign, which had to build awareness, grow income, and press the government on free school meals. I set a digital-first, insight-led approach and a phased plan: storytelling co-created with the people we support, then a clear donate ask, then a petition hosted on our site and carried across email, social and paid.

I gave the team clear roles so they could deliver independently, ran weekly stand-ups, and tested formats, copy and calls to action before scaling what worked. I introduced new formats, including audio within blog posts, and kept the work accessible and trauma-informed throughout. I worked alongside policy, fundraising and communications so digital sat inside the strategy rather than beside it.

The petition gathered 30,000 signatures in two weeks, was delivered to Parliament, and helped influence government policy on free school meals. The campaign later seeded a children's charities coalition to strengthen the shared policy ask through our next joined campaign, Children at the Table.