OXFAM AMERICA
From 2007-2015, I was a copywriter, editor, and content creator for the US affiliate of Oxfam, a global non-profit organization working to end poverty, hunger and injustice. It's hard to sum up eight years of work in a few short examples, but I've collected some highlights below.
Picture
 I was proud to be part of the team creating the award-winning "Wanted" ad campaigns for Oxfam America Unwrapped (OxfamGifts.com). These integrated campaigns raised more than $1.5 million a year for Oxfam and featured out of home placements, earned and paid media in outlets like the New Yorker, digital banners, and more – even a billboard in Times Square! Our 2013 out of home ads for Oxfam Unwrapped won a Merit Award from the Boston Ad Club's Hatch Awards.

​See highlights of the Oxfam America Unwrapped "Wanted" campaigns. 

Blog editing and digital storytelling

Picture
I served as editor of Oxfam America's First Person blog, and as a contributor to its blog and website, wrote some of the organization's most-viewed and shared digital content. For example, a blog post called 7 photos that reveal what families in eat in one week was re-posted by the Gates Foundation, ONE, GOOD, Al Jazeera English, the CBC, and many more. Its success also inspired an article on Ebyline, "How Oxfam engages readers with digital storytelling."

Fundraising content for digital and print

Picture
One of my primary tasks was to write everything from blogs to banner ads to brochures  raising funds for Oxfam, generating much-needed donations for its projects responding to disasters and fighting poverty around the world. For example, at left, a social media share graphic helped raise more than $2 million in the days after the Nepal earthquake in 2015.


Campaign: Behind the Brands

Picture
Behind the Brands was Oxfam's consumer-driven campaign to change the way the world's biggest food companies do business. Named one of the top sustainability campaigns of 2014 by the Guardian, this effort convinced hundreds of thousands people to call on companies like General Mills, Coca-Cola, and Nestle to do more for poor people and the planet (read my recap blog here).  My copywriting for the campaign included parody candy bar wrappers (left), ads in major newspapers, social media share graphics, postcards, fact sheets, signs, video scripts, and more.

See highlights of my work on the Behind the Brands campaign.