London City Mission
My role: Creative Direction, Creative Ideation, Copywriting
During my time at London City Mission, I created and executed an organic social campaign titled "Let Go for Lent," which aimed to inspire and connect with our online community in a meaningful way. Over the 40 days of Lent, I shared a new, heartfelt story each day from someone within the organisation, detailing what they had let go of or sacrificed to reach where they are today. These personal stories were a powerful reflection of the human journey and the faith-driven transformation that is at the heart of London City Mission's work.
The goal of this campaign was not to ask our audience for anything in return—no newsletter sign-ups, donations, or purchases. Instead, it focused purely on providing value through authentic storytelling that resonated with people on a deep, emotional level. By sharing these stories of resilience, faith, and personal growth, we aimed to build a sense of community and shared experience with our followers. The campaign was a reminder that letting go of past burdens can open the door to new possibilities, and we were proud to offer a message of hope and encouragement during this reflective time of year.
Video Campaigns
I had the privilege of leading a series of video campaigns at London City Mission that played a key role in pioneering digital fundraising efforts within the organisation. These videos were designed to humanise the issue of homelessness, bringing the challenges faced by individuals into a relatable context for the everyday person. By focusing on the real stories of those impacted by homelessness and the work of the mission, we aimed to create a powerful emotional connection that motivated people to take action in their own way.
The campaigns not only raised awareness but also encouraged viewers to contribute to the cause. Through these videos, we effectively demonstrated that homelessness is not a distant or abstract issue, but one that affects real people in our communities. By breaking down barriers and showing how small acts of kindness can make a big difference, we empowered our audience to feel that they, too, could play a part in making a change.
Over the course of the campaigns, we successfully raised a combined total of £15k, marking a significant milestone in digital fundraising for London City Mission. The success of these videos proved the power of storytelling in driving social impact and the potential of digital platforms in bringing about meaningful change.