CIF: ‘our world without’ campaign

In 2020, Creative UK was still Creative Industries Federation (they’ve had an epic rebrand since) and the world became a weird old place that we now refer unfondly to as ‘The Pandemic’. Covid 19 came in like a wrecking ball, causing all manner of damage, lots of which is still in the process of repair today.

One of the industries hit hardest by the pandemic and its multiple lockdowns was the creative industries. Cinemas, gig venues, theatres, galleries, creative networking spaces - all left standing empty as people were urged to ‘stay home to save lives’.

The thing about creativity, though, is that you can’t switch it off. Being barricaded inspired a lot of people to make more than banana bread. My partner and I even built a skincare brand from scratch.

Creative Industries Federation (CIF) created the #OurWorldWithout digital campaign to call on the government for urgent funding to support creative organisations and professionals struggling under the strain 2020 put on the sector.

The digital campaign was created and launched remotely, along with a new membership tier offering the first 6 months free, which gathered 2,341 conversions in the first 30 days.

Thanks to my long-standing relationship with the lovely lot at this dynamic non-profit, I was drafted in as copywriter to write hard-hitting comms, including a conceptual video script for a short film and spoken word piece called The Power in Community. The video was launched in the second phase of the campaign, which, after one day, gained 6.6 million impressions cross-channel.