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Turning Oz into Opportunity: Copy that Changed Childhoods

What Happens When Magic Meets Mission?

When the world of Wicked collided with Barnardo's purpose, the result was a campaign where every word had to sparkle — and connect hearts to a cause.

The Challenge

Universal Pictures and Barnardo's wanted more than a partnership. They wanted a story that soared across London billboards, social feeds, shop windows, and cinema screens. My job? Make every message matter.

Role

Copywriter & Creative Strategist

Partnership

Barnardo's x Universal Pictures

Year

2024–2025

My Role in This

  • Built the messaging house and tone of voice for the entire campaign
  • Crafted boilerplate copy, CTAs, and scripts for every channel
  • Developed the creative concept for video content, collaborating with the video team on scripting and storyboarding
  • Reviewed and approved all copy and creative before Universal sign-off

The Big Idea

"Together, anything is possible."

Inspired by Wicked's themes of belonging and transformation, I wove that magic into every CTA, every headline, every script.

Copy Snippets

Lead Strapline: Together, anything is possible.

CTA: Be part of something good.

Prize Draw Hook: Win a once-in-a-lifetime Wicked adventure.

Barnardo's and Wicked: For Good partnership - Together, anything is possible. Featuring Glinda and Elphaba from Wicked

Highlights

OOH

My words lit up London on billboards and Westfield screens.

Video

Scripted the partnership film and experiential content.

Retail

Crafted copy for 550+ stores, from window posters to shelf strips.

Digital

Social ads, PPC headlines, email journeys, and Crowdfunder prize draw page.

Experiential

Messaging for tap-to-donate installations and Westfield walkthrough.

Press Coverage

National coverage in Guardian, BBC, ITV, Metro, The Times, and more.

Where It Appeared

OOH

Westfield White City (static & digital posters)

TV & Cinema

Bespoke co-branded ads featuring Wicked trailer and Barnardo's messaging

Retail

POS in 550+ stores, themed superstores, in-store radio

Digital

Paid social, PPC, website homepage, Crowdfunder prize draw page

Experiential

Westfield walkthrough experience

Press

National coverage (Guardian, BBC, ITV, Metro, The Times, etc.)

Campaign Work

Script by Josie Beytell-Heron

Campaign Video - Script by Josie Beytell-Heron

Barnardo's and Wicked: For Good partnership landing page homepage
Visit live page →

Wicked: For Good Partnership Landing Page

Digital advertising display in shopping mall showing Barnardo's and Wicked: For Good partnership with 'Together, anything is possible' message

Out of Home Advertising

Barnardo's Instagram post announcing Wicked: For Good partnership - Together, anything is possible

Social Media Partnership Announcement

Crowdfunder campaign page for Wicked: For Good & Barnardo's Prize Draw showing £32,260 raised from 1,976 supporters

Prize Draw Campaign Copy

Email campaign series for Wicked: For Good partnership including Christmas appeal, prize draw thank you, supporter stories, and winter raffle
Email campaign series for Wicked: For Good partnership including Christmas appeal, prize draw thank you, supporter stories, and winter raffle
Email campaign series for Wicked: For Good partnership including Christmas appeal, prize draw thank you, supporter stories, and winter raffle
Email campaign series for Wicked: For Good partnership including Christmas appeal, prize draw thank you, supporter stories, and winter raffle

Partnership Email Campaign

Full email journey from initial Christmas donation ask to prize draw entries and supporter storytelling

Barnardo's social media teaser posts - 'Something thrillifying is about to land'
Barnardo's social media teaser posts - 'Something thrillifying is about to land'

Campaign Teaser Content

Social media teaser campaign building anticipation for the Wicked: For Good partnership announcement

Impact

From national press coverage to thousands of prize draw entries, the campaign didn't just raise funds — it raised awareness.

And my words? They were everywhere: on screens, in shops, and across social feeds.