Behaviour-change and social marketing expertise – without the agency overhead.
I help organisations create campaigns that shift attitudes, change behaviour, and improve lives.
Senior expertise. Practical partnership. Real-world impact.
What I do
I work with organisations to make strategy sharper, communication clearer, and impact stronger.
I specialise in:
- Behaviour-change and social marketing
- Campaign strategy, development, and evaluation
- Brand and communications strategy
- Multi-channel campaign development
- Copywriting and content
- Stakeholder engagement
Career experience
I’ve been privileged to work across multiple and varied social issues, including sexual harm prevention, health promotion, workplace safety and road safety.
A few highlights:
- A localised campaign for South-East Monash Legal Service helped triple the number of clients seeking support for workplace sexual harassment claims.
- This Girl Can Victoria inspired over 340,000 women in Victoria to get active at home or in their neighbourhood. That’s approximately 1 in 6 Victorian women aged 18–65.
- LiveLighter achieved significant immediate cut-through, with 54% awareness after the first wave of advertising. It also increased physical activity intentions among the target audience of adults in Western Australia.
You can find more information on my LinkedIn profile.
What I can do
My particular passion and speciality is behaviour change/social marketing1 – the use of marketing tactics to deliver campaigns for social good.
I have experience across the breadth of marketing and communications, including:
- Strategy
- Branding
- Public relations
- Stakeholder relations
- Sponsorship and events
- Digital and social media
- Copywriting/editing
- Multi-channel campaign planning (including TV, radio, cinema, print, outdoor, digital and social channels).
I can help across your entire project life cycle, from strategy and planning, through development and implementation, and finally to monitoring and evaluation.
1 Social marketing ≠ equal social media marketing. Social marketing is the use of marketing tactics to deliver campaigns for the social good. It’s a fascinating combination of science and art – understanding why people behave the way they do and finding a creative way to influence change.
So, why me?
I see the big picture
I can provide support across the whole project pathway, not just creative or digital or social.
I’ve been in your shoes
My experience has always been client side, so I understand what you need. There’s no need to translate it into ‘agency-speak’.
I’ll get the job done
I’m used to navigating tight deadlines and complex projects. I can help you find a way through to get your project completed.
Client testimonial
– Cuong La, Manager Respectful Communities, La Trobe University
Huge thanks to Mel for her outstanding work on the Safe and Respected at La Trobe campaign!
Your professionalism, creativity, and dedication have truly shone through. We’re so fortunate to have had your expertise guiding this campaign, and I’m excited to see the positive impact it will have across our university and beyond. Thank you for making such a difference, Mel!
Let’s work together
If you need strategic clarity, a campaign that cuts through, or communications support, I’d love to help.