Seeded, not scripted.
An impact campaign designed to put the people closest to the work in charge of telling its story.
ROLE / Director, Content and Creator · We. Communications (Contract)
What if the best brand voice isn’t one voice at all?
Many human voices.
A voice, not a script
Seeded, not scripted.
Get impact out of the annual report.
A corporate foundation had meaningful work across multiple geographies and health categories. The campaign needed to make that work visible and let the people closest to it tell the story.
A starting point. Not a script.
Alongside the central campaign, I wrote seed LinkedIn posts for regional leaders. Seven starter posts per geography spotlighted local impact. Executives adapted these starting points into their own voices, keeping the message grounded without making everyone sound identical.
Build amplification into the work.
I curated impact stories across geographies and health categories, selected partners with active LinkedIn presences, and drafted partner and foundation posts highlighting investment impact. Distribution was part of the campaign design.
The team can keep going without me.
Executives published in their own voices without communications bottlenecks. Impact data moved into daily social feeds. The result was a repeatable amplification model the team can run independently.
For founders and leaders building brands with personality. Let’s compare notes.