Communications and copywriting for Melbourne non-profits

Fair warning, this is emotional. I want to tell you about the coolest kid ever and the most satisfying moment of my entire career to date. But maybe grab the tissues first.  

My first job was in corporate and luxury PR in London, and at the time it was my actual dream job. As in, I literally dreamed about it when I was a uni student back in tiny Tallahassee, Florida.

But after a few years of helping glittery international companies sell high-priced fashion and champagne, I had completely checked out. I was spending all my time on my pro-bono client (which didn’t exactly endear me to the Director).

So when I started my own business, I knew I wanted to work with incredible clients who were making a difference in the world.

For me, this means always having a pro-bono client on my books.

My first pro-bono client a few years ago was a local toddler/ superhero named Ava.

Ava was diagnosed with Neuroblastoma when she was only two years old, and her incredible mama was in her last trimester, pregnant with baby number two. They needed to balance their work schedules with her intensive hospital treatment.

And they needed to raise an impossible $350,000 for a trial vaccine in New York City that would keep her well once she entered remission. We all had to assume the day would come when she would be ready to receive that vaccine.

I jumped on board a committee of amazing volunteers as publicist/writer/communications lady, and Ava’s Journey was born.

The highlight of my career to date was when brave Ava made her national television debut in an incredible, tear-jerking segment on the Project and then a follow-up on Channel 7 the same night.

Words can never describe how I felt, sitting with the family, watching Ava watch herself on TV. And when the segment ended by asking Australians to open their hearts and wallets to Ava, her parents’ phones starting blowing up.

Donations came in so fast we couldn’t keep track in real-time, refreshing the screen over and over, the numbers flying up and up.

Ava was dancing; everyone was crying, and it was just the most incredible reminder of how powerful words can be.

Ava made hundreds of thousands of dollars in donations that night alone, and the rest was raised at Ava’s Gala the following month.

Ava has since rung the bell at the Royal Children’s, the fabled, long-dreamed-of bell that kids get to ring when they are going home. A moment that was two years and countless tears in the making.

Ava is still in remission today and has just started school.

I was so honoured and privileged to meet this incredible family and be able to help them a small bit along their way.

Cheers to you, Ava! I will always be inspired by you.

I am always interested in learning about new pro-bono clients—if you know of anyone with a wonderful mission who deserves some comms support, please ask them to reach out.