Sue Ryder Creative Proposition, Fundraising and Copywriting

Working with the designers at Narrative, I developed the creative concept and copy for a Sue Ryder in-hospice fundraising campaign. Our research alighted on the insight that families of hospice patients most value the simple everyday acts of kindness their loved ones receive. So, I developed a warm, compassionate tone that nonetheless supported an urgent, punchy set of fundraising messages. The campaign was received well internally, and it was a privilege to have the opportunity to write a human, sympathetic campaign for some of the sensitive settings in the world.