Content strategy

Selected case studies

International Overdose Awareness Day

Global campaign storytelling to drive awareness and action

Role

Content and Campaigns Lead

Focus

Content strategy · Narrative development · Messaging framework · Multi-channel campaign planning · Education & advocacy content

Context and challenge

Penington Institute is the global convenor of International Overdose Awareness Day.

The challenge was to shape the global campaign narrative and engage audiences in a complex issue, honouring loss while inspiring hope and action.

What I did

I designed and delivered a six-month, multi-channel campaign journey to move global audiences from remembrance to action. This included:

Developing a messaging framework grounded in harm reduction principles, shaped by audience needs and emotional contexts
Prioritising key educational topics and translating them into clear, accessible content
Defining clear calls to action to drive community engagement and participation
Centring human and lived experience to anchor complex issues in real-world impact
Writing and producing core campaign content across web, email and social channels, including practical resources to enable community advocacy and participation.

Impact

The campaign achieved increased global engagement with harm-reduction information and overdose awareness, with results including: 1M+ reach, 40K+ resource downloads, 270K+ website visits and 5,250+ media mentions.

Victoria University

Brand narrative reframing at a critical student decision point

Role

Marketing Manager, Content

Focus

Content strategy · Brand storytelling · Narrative development · Multi-channel marketing campaign

Context and challenge

Victoria University faces a longstanding perception challenge as a ‘last resort’ institution.

The challenge during the VTAC preferences to ATAR results period was to flip this narrative to one of inclusive opportunity.

What I did

To support this brand positioning, I led the development of a student-centred content strategy across owned channels, focused on supporting year 12 students who may be feeling stressed about their results.

This included:

Anchoring the narrative in a clear, human message: you’re more than your ATAR
Shaping messages to support students emotionally, aligned with proof points of opportunities available at VU
Sourcing real student stories to demonstrate success despite a lower ATAR
Translating complex information on pathways and next steps into clear and accessible language and formats.
Producing flagship content pieces, while providing editorial direction and guidance across owned channels (videos, website, student success stories, email, social media).

Impact

The result was a cohesive and human content campaign that drove strong engagement across owned channels, strengthened Victoria University’s brand positioning, and contributing to an uplift in course enquiries and interest during a critical period.

Centre for Eye Research Australia

Digital transformation to elevate brand and showcase research impact

Role

Digital Communications and Content Lead

Focus

Content strategy · Website redevelopment · UX · Brand refresh · Project leadership · Research translation

Context and challenge

The Centre for Eye Research Australia (CERA) conducts world-leading research into vision loss and blindness, but its website no longer reflected the organisation’s impact or audience needs.

The challenge was to create a clearer, more engaging digital presence and better showcase research impact to donors, partners and the public.

What I did

I led the end-to-end delivery of a full website redevelopment in partnership with an external agency.

This included:

Conducting a full content audit and designing a clearer, audience-led site architecture and navigation
Partnering with an external agency to deliver improved UX, design and functionality
Aligning the redevelopment with a broader brand refresh – refining tone of voice and messaging
Rewriting key content and guiding freelancers to ensure clarity, consistency and impact
Developing flagship pages and hero content to better showcase research outcomes
Managing multiple stakeholders, timelines, budget and agency relationships to deliver the project successfully

Impact

The redevelopment significantly improved user experience and engagement. Website traffic increased by 60% within six months, email subscribers grew by 60%, and CERA’s digital presence and brand credibility were strengthened across the research community.

HBF Health

Strategic editorial content hub optimised to support the member journey

Role

Content Strategist

Focus

Editorial strategy & leadership · Content marketing · Writing & editing · Knowledge translation · Digital content optimisation

Context and challenge

HBF Health is a leading not-for-profit health insurance provider.

The challenge was to create a hub of reliable, accessible and engaging health lifestyle content to fuel marketing activities and support member acquisition and retention.

What I did

I shaped the strategy for a refreshed editorial health content hub and produced a starter library of high-quality articles, treating content as a strategic part of the member journey.

This included:

Designing a content framework and editorial themes based on audience needs, organisational priorities and information gaps
Applying audience insights, data and analytics to prioritise ideas and shape content and structure
Developing and writing key content pieces, while providing editorial direction and guidance to contributors
Working closely with health, product and legal teams to ensure accuracy, credibility and industry compliance in a highly-regulated environment.
Designing content for usability and performance, using data and insights to guide ongoing optimisation and improvement.
Adapting content across channels, supporting a broad range of marketing activities.

Impact

The refreshed content hub doubled organic blog traffic within six months, achieved strong uplift in engagement, fuelled effective multi-channel marketing campaigns, and directly contributed to increased member acquisition.