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OPINION EDITORIALS
I care a lot about the way the world is, and I’m always doing my best to make it better. I do my best to create entry points for tricky topics, like “gender neutral” clothing for kids, how to help a friend in crisis, and why fewer white men need to run for election.
REPORTED PIECES
Sometimes I land on a story so compelling that I want to tell everyone. Like the existence of an open-air prison in the Philippines, the internet’s secret sprained ankle fetishists, and what putting someone in an FMRI machine teaches us about procrastination.
SOCIAL MEDIA
Every year during the World Economic Forum, I write and design some of the most popular pieces of static content for Oxfam International, like this post about Colonization and Corporatism, and this post about historically high tax rates during times of crisis. I also created all the content for the #WomenInnovate hashtag for the Centre for Social Innovation, to diversify the discourse on International Women’s Day.
PROMOTION AND PERSUASION
I wrote this email copy that resulted in an 81% conversion rate from online petition signatures to print copy signatures, as well as this email copy in favour of a federal policy change. I also created this toolkit for activists who wanted to help lobby for a tax change to help end inequality.
GHOSTWRITING
No matter how complex the issues or high the stakes, I am able to match the voice, tone, and goals of what my clients need written. That includes a chatty blog post for a tech recruiter, a reassuring policy update from an NGO leader, and a persuasive longform speech for a politician.
SEO WRITING
I have written some of the most popular non-internal content for the Slack blog. Recent favourite pieces include Working from home while being your best self, The science of managing up, and How feeling left out at work can affect your job.
NEWSLETTER CREATION
I looked at a year’s worth of open and click data before reinventing the Centre for Social Innovation’s email newsletter. I rebranded it, overhauled its content, and moved it from bi-monthly to every weekday. The open rate doubled. You can see sample issues here, here, and here.
VIDEO PRODUCTION
When working with Because I am a Girl, I asked staff members to bring their kids to work so I could ask them how they make the world a better place. I conducted off-screen interviews and collected their answers into this charming video, which is still the most popular thing on the campaign’s Youtube channel.
CROWDFUNDING
Last winter, I ran a Kickstarter to create a book of non-alcoholic cocktail recipes inspired by the Tarot. I wrote all the copy for the campaign, as well as doing the media relations and influencer outreach. I even learned iMovie so I could make our promotional video. I spent less than $500 on Facebook and Instagram ads, and raised over $40K (making it the most funded recipe book on the platform).
VIRAL STORYTELLING
In early 2019, I decided to tell Twitter my favourite story of solidarity — Kris Kristofferson’s support of Sinead O’Connor. The tweets had over 33 million impressions, and I was invited to meet Kristofferson and his wife Lisa. (Thrilling photo documentation here.)
WE ARE CRYSTAL RADIOS: Powered by the signals we receive 