Community Ambassador Stories
Content Strategist & Producer
Cancer Council NSW
2021-2025
Goal & Audience
The goal of this project was to raise awareness, drive fundraising, and inspire volunteering through authentic, human stories from Cancer Council NSW’s Community Ambassadors. These stories are aimed at the Cancer Council NSW Community, which is made up of volunteers, donors, fundraisers, and people affected by cancer across NSW. The insight guiding this work was that real stories inspire community action more effectively than statistics.
Concept.
I developed a consistent storytelling framework for ambassador content, focusing on purpose, people, and impact. Each story shares the impact cancer can have to drive meaningful action, and contributes to Cancer Council NSW’s goal to make sure no one walks the path of cancer alone. This approach combines empathy with empowerment, meaning each and every story has both emotional depth and a clear call to action.
Execution.
These stories were brought to life through video interviews, b-roll footage, blog features, supporter newsletters, social media, and local PR coverage. I produced ambassador stories in close collaboration with Laundry Lane, where I coordinated all copywriting, editing, and content sequencing to ensure each piece aligned with brand tone and reached the right audiences across channels.
Impact
The Community Ambassador Stories achieved plenty of video impressions, strengthened emotional engagement, and positive sentiment across digital platforms. The series contributed to an increase in 13 11 20 phone calls and improved visibility for ambassadors statewide, deepening community connection.