ABCD BETHLEHEM

Hope Through Hearing appeal

I led content strategy and copywriting for ABCD’s fundraiser to build a new audiology centre in Palestine, shaping the messaging, website structure and supporter journey.

I developed the campaign identity, including the green-and-black waveform design concept and logo. I also created the strapline “Help a Palestinian child hear, learn and play” to highlight the life-changing impact this facility would have on children and families, as opposed to a technical focus. Alongside this, I also produced the internal messaging framework, evergreen fundraising content and supporter resources.

For the website, I created a new campaign hub bringing together an emotive case study for fundraising asks, a complex double-layered hero event, an FAQ, explainer content and a 40th anniversary ‘History of’ page that the charity’s primary audience of long-term older supporters loved.