Sue O'Connor
Portfolio
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Corporate Communications
Writing, Creative direction
International humanitarian organization Medair required one document to serve as an introduction to potential partners, donors, host governments, and media. This folio was translated into four languages and updated bi-annually.
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Personal Essay
Writing
As part of an editorial series highlighting the personal journeys of everyday people, the Canadian Broadcasting Corporation invited me to write about my journey working in humanitarian aid. The article reflects a personal style and my love of writing.
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Donor newsletter
Editor, Creative direction
Combining stories of impact with insight into global humanitarian issues, this printed newsletter is mailed to donors three times annually. Themes delve into current crises, programmatic approaches, and provide 'behind the scenes' glimpses into the organization and humanitarian aid work.
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Medair News: sample issue
Corporate Communications
Writing, Creative direction
Reporting on humanitarian projects is a complex process of gathering and validating data from programs operating in conflict and disaster. Annual reporting is often not final until June of the following year, which can mean donors are far into their next year of giving.
To reach people when they are receiving a '13th salary' or making their giving decisions for the year, this Impact Report was sent in January with some key statistics and highlights. This accompanied the tax certificate mailing in some markets and was translated to four languages.
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Reporting
Interviewing, Writing, Photography
Conducting interviews with people affected by crisis requires empathy and sensitivity, and published articles provide insight into their lives. Combined with photography and short videos, website articles help personalize the work and are also used to recognize insitutional donors.
South Sudan: We are the same, my sister
Healing the wounds of war: Health care in Iraq
Searching for safety in Ukraine
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Press Relations
Earned media , Accompanied field visit
As Madagascar faced what the UN declared as the 'first climate-related famine', I worked with The Telegraph to present Medair's lifesaving work in malnutrition treatment and provision of drinking water. Traveling with a reporter and photographer, we visited communities where Medair was working along with those who were not yet reached. The article was leveraged by front-line fundraisers as well as executives to build credibility for Medair's work.
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The Telegraph: They're killing us slowly
Photo by Simon Townsley, The Teleegraph
Campaign: Medair
Creative direction, Project management
Introducing a global campaign deployed across all markets, including messaging framework and creative design which was customizable for audiences. Assets were provided for mass online and out-of-home marketing, television creative, and personal appeals to major donors. This campaign aimed to engage people in the collective solution to humanitarian crises and to acknowledge the relationships between donors, affected communities, and the organization itself.
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Video
Creative direction, Scriptwriting
Creation of a 30-second advertisement suitable for television or use online, inviting viewers to participate in the hope displayed by communities affected by crises. This advertisment used green screens where campaign creative was shown, and is easily adaptable for future campaigns.
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Video: We can't change the world
Press Relations
Earned media , Accompanied field visit
Working with freelance journalist Sam Mednick, who was stationed in South Sudan, included inviting her to visit an emergency mass vaccination campaign for measles. The three-day visit resulted in more than 40 media placements worldwide including the New York Times and distribution through Associated Press.
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Associated Press: South Sudan measles outbreak
Campaign and Event Management: The Tenors for Bulembu
Fundraising concert tour
Bulembu is a development project in Eswatini caring for more than 300 orphaned and vulnerable children. A Canadian philanthropist funded a concert tour with recording artists The Tenors, accompanied by a choir of Bulembu children.
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I led the project including logistics, marketing, and creative development for events in Canada and Eswatini, resulting in +$1 million raised and acquisition of monthly child sponsors. Each of the five concerts was unique and scripted for a specific audience, and while in Canada the choir performed at additional churches and at media events.
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Notable events included an exclusive evening for donors of more than $10,000, a dinner and concert at the home of King Mswati III, and a sold-out performance at the renowned Winspear Centre. Each performance featured 'behind the scenes' videos from the tour and highlights from The Tenors visiting Bulembu in Eswatini.
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Promotional video: Tenors for Bulembu
Media coverage: Edmonton Journal
Partnership: Vidmob
Fundraising video production
Vidmob is a video creation platform working with some of the world's biggest brands to increase conversion and content engagement. Their non-profit arm 'Vidmob Gives' helps non-profit organizations on a pro-bono basis, and Medair was chosen to receive production services. The online campaign highlighting Afghanistan was the most successful to date, and provided key 'lessons learned' which impacted future campaigns.
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Vidmob Gives: Partnership Case Study
