Work from my portfolio

UNICEF drinking water in schools report

I edited a major report for UNICEF on the state of school water, sanitation and hygiene around the world.

The 84 page publication needed the authority to persuade global decision makers to act. So accuracy, consistency and clarity were vital.

I edited the draft document in line with UNICEF’s style guide, making the language more accessible while keeping in specialist terms and an expert tone of voice.

The report has now been published and is influencing action on school water, sanitation and hygiene around the world, changing the lives of children everywhere.

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Make your report stand out with a professional edit. Say hello.

Richard SteeleUNICEF, reports, print
#ChooseLandscape website

I wrote the content for #ChooseLandscape, a new website from The Landscape Institute encouraging more young people to take up landscape as a career.

I worked closely with the communications team at The Landscape Institute from the beginning. We took a content design approach, using audience insight to create user personas and journeys. This helped us make sure all content was serving a clear purpose.

I looked at the language young people used when researching their career options online, and mirrored this in the tone of voice - simple and jargon-free without being patronising.

The website is now live. I'm looking forward to working with the team to continuously improve it based on analytics and feedback.

Need words for your website? Say hello.  

WaterAid supporter magazine

I wrote the Autumn/Winter '17 edition of WaterAid's supporter magazine - Oasis.

As the theme was how dirty water and a lack of toilets affects children (killing a child every two minutes and having a range of negative impacts), we made the issue a 'kids' takeover'. We invited six local schoolchildren to join the editorial team, collaborating in decision-making and creating content.

The edition was a hit with the 300,000 supporters who received the magazine, generating great feedback over the phone and on social media, and exceeding its financial targets.

The kids loved it too.

I can help your magazine engage and inspire your audiences. Say hello.

Eat Grub beermats

Insect-based sustainable food brand Eat Grub needed a fun concept and copy for a set of beermats promoting their snacks in bars.

As the target audience for the project was young people with a sense of adventure, I created a concept I nicknamed 'grubby dates' to position the product as something that might liven up a first date and provide a talking point.

I matched the copy on each beermat to a specific flavoured snack, and this was complemented by the design.

The beermats are now promoting Eat Grub snacks in bars across the country.

Do you need words that bring your promotional materials to life? Say hello.

Aber Food Surplus website

I wrote the content for community-based food waste social enterprise Aber Food Surplus.

Director Chris Woodfield and the team wanted to make their work more accessible to the public and local businesses. They needed a new site that clearly explained what they do and how people can get involved.

I worked closely with the organisation throughout the project, from mapping out the site and designing the content to developing the brand tone of voice. 

The site is now live and helping take Aber Food Surplus to the next exciting stage in its development.

Need words for your website? Say hello.  

Richard Steele
Eat Grub strapline and call to action

I was approached by Eat Grub to come up with a strapline for their insect-based sustainable food brand.

They had some really useful audience insight, which showed their target audience was young, adventurous types passionate about healthy eating and protecting the planet.

Using this insight, and Eat Grub's brand values and voice, I created a number of straplines that would work across the company's communications and be an effective call to action.

Co-founder Shami Radia and his team loved one in particular - 'Join the tiny revolution' - and are now using it on their website, adverts and point of sale collateral.

I'm really excited about the future of Eat Grub and will be keeping an eye on how the strapline helps them to raise their profile and introduce more people to the world of insect-based cuisine!

Need a strapline to stand out from the crowd? Say hello.

Glastonbury festival branding

I managed the branding of WaterAid's presence at Glastonbury Festival 2017.

This began with writing the core script for its Water Fight campaign, and then rolling this out across all branded materials onsite at the festival.

As this was the first Glastonbury campaign after WaterAid's brand refresh, I wrote all copy in line with its new brand personality and tone of voice.

The Water Fight was one of WaterAid's most successful Glastonbury campaigns, inspiring over 60,000 festival-goers to sign its petition calling on the UK Government to put taps and toilets at the heart of its plans for schools around the world.

Looking to communicate better at your events? Say hello.

WaterAid website country profiles

I wrote country profiles for WaterAid's website, providing factual information on its work and illustrating it with personal stories that show the impact.

The Where We Work pages were a good opportunity to introduce the UK public and strategic partners to WaterAid's new brand personality and tone of voice. 

I worked with the Digital Content and Experience team to optimise the pages for search engines and user journeys, to increase engagement and income.

Need words for your website? Say hello.

Hello! magazine feature

I accompanied actress/singer and WaterAid ambassador Samantha Barks to Madagascar to see the charity's work first hand. I interviewed her throughout the trip as we visited remote communities and met two of the girls featured in WaterAid's award winning To Be A Girl campaign.

Back in the UK I wrote a four page feature for Hello! magazine in Sam's words. The piece raised awareness of WaterAid's work with a new audience and helped raise £2 million for clean water projects around the world.

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Let's work together to make your article deliver. Say hello.

WaterAid messaging guides

I wrote and laid out a set of thematic messaging guides for WaterAid.

The five guides help staff communicate about different areas of the charity's work - hygiene, health, schools, climate change and sustainability.

I took information from long technical documents and made it into clear, concise and accessible messaging, suitable for UK supporters and partners. I aligned the copy with the organisation's new brand personality and tone of voice.

I laid out the documents in InDesign, using WaterAid's refreshed visual identity, presenting the messaging in a clean and simple design.

Feedback has been excellent and the messaging guides are now being used by staff across the organisation to increase supporter engagement and build brand love.

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Could your brand messaging and tone of voice be tighter? Say hello.

WaterAid multimedia longform content

I co-wrote and edited a multimedia longform piece, on the digital storytelling platform Shorthand, for WaterAid, as part of the Child Of Mine campaign.

I worked alongside the Photo and Film teams to bring WaterAid's work in the Niassa province of Mozambique to life. The piece highlighted the role of clean water, decent toilets and good hygiene in giving children a safe and healthy start in life.

The project is a really nice example of how words can complement visual content to tell a story in new and engaging ways.

The campaign went on to change the lives of 100,000 children.

Let's team up to tell stories that make change happen. Say hello.

Menstrual Hygiene Matters handbook

I edited a 354 page practitioner handbook on the subject of menstrual hygiene for a coalition of international development charities, led by WaterAid.

To manage menstruation hygienically and with dignity, it is essential that women and girls have access to clean water, decent toilets and good hygiene, but millions currently lack these basics. 

The nine modules and tools in Menstrual Hygiene Matters cover key aspects of menstrual hygiene in different settings, including communities, schools and emergencies.

The comprehensive resource is now being used by practitioners around the world, enabling women and girls to live healthier, more dignified lives.

I can help make your publications essential reading. Say hello. 

WaterAid MP briefing

I edited a WaterAid briefing for MPs on the Great Stink of 1858 and the lessons we could learn for today’s sanitation crisis.

The briefing needed to get across a combination of historical fact and modern context quickly and creatively for busy politicians at a stunt outside Parliament.

I came up with the concept and wrote the copy for the cover page - a half page flap and interchangeable text that communicated the connection between 1858 and the modern day.

It was well received, with one MP saying it was the most interesting publication he’d been given by a non-profit organisation.

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Do your advocacy asks need a fresh pair of eyes? Say hello.

Richard Steeleprint, reports, WaterAid