In February 2023, I started working full time as UNICEF Aotearoa’s social media manager. My role was diverse but mainly concerned with ideation, strategy and content creation across UNICEF Aotearoa’s 3 social platforms- Instagram, Facebook and Linkedin. This also involved community management as well as Meta Facebook Ad campaign creation, management and reporting. I also contributed to the organization’s blog and fostered multi-stakeholder relationships both within and outside the organisation.
Above are some examples of the content I created for UNICEF Aotearoa’s Instagram page- this content was shared across Linkedin and Facebook. This process involved image sourcing from the organisation’s content archives, research, ideation, copy and content writing as well as designing on Canva. (please click the images for the post links)
Beat Dan Carter
In 2024, I was responsible for creating the social media content for our annual digital fundraising campaign, #BeatDanCarter. I created many of the assets and wrote the content - static, carousel and reel posts - based-off the strategy. In total the campaign consisted of 12 posts on our three channels and garnered close to 50k organic and paid interactions. This together with the other campaign mechanisms resulted in $130k being raised over a 6 week period. Below are some of the posts as part of the campaign that I created and wrote copy for. (please click the images for the post links)
UNICEF Aotearoa Blog
As part of the content team, I contributed monthly to the blog. These stories ranged from Q&A’s to collaboration projects as well as showcasing some standout projects UNICEF has done globally in the social development space. (please click on the images for the links)
UNICEF Aotearoa Blog Series: The Good News
A monthly feature that was a concept I put forward, is the Good News. These posts are about climate action and how UNICEF is contributing to the fight against climate change around the world. The series was conceptualized as a way to mitigate the growing trend of ‘climate doomism’ which has the effect of apathy as opposed to action. It’s been found that the best way to inspire people to act is to instill positivity and show the ‘Good News’, and this is what these posts do. It was also a way to create positive brand association. I repurposed these blog posts for the social channels too. (please tap on the images for the links)
