Universal Pictures, Wicked: For Good
"Together, anything is possible"
Role
Lead Tone of Voice Strategist
Partnership
Barnardo's x Wicked: For Good (Universal Pictures)
Services
Brand Voice Strategy, Campaign Copy, Video Scripts
Year
2025
What I Did
Led tone of voice and messaging for this landmark partnership between Barnardo's and Universal Pictures.
- Built messaging connecting Barnardo's "Belong" brand to Wicked's friendship story
- Created emotional bridge between Elphaba and Glinda's bond and real children's needs
- Wrote scripts, social content, email copy, outdoor ads
- Established guidelines for Universal Pictures licensed content
The Partnership
Two powerful stories. One message: connection changes everything.
- Nearly 1 in 3 children in poverty feel alone. Barnardo's changes that.
- Connected Wicked's "anything is possible" to child poverty
- Bridged entertainment with serious social impact
- Balanced Universal brand standards with authentic charity voice
The Core Idea
Elphaba and Glinda's connection showed how kindness changes everything.
- Belonging. Connection. Togetherness.
- When someone sees you and believes in you, everything changes
- Coming together for good
- Standing together to change childhoods
The Strategy
Flexible messaging that worked everywhere while respecting copyright.
- Lead line: "Together, anything is possible"
- Secondary messaging using iconic story moments
- CTAs balancing inspiration with action
- Guidelines protecting Universal IP while maintaining impact
Building The Voice
Brand Balance
Balanced Wicked's wonder with Barnardo's grounded mission.
- Hopeful yet realistic about challenges
- Inspiring without overpromising
- Emotionally rich but clear and action-focused
Copyright Smart
Integrated iconic moments while respecting Universal licensing.
- Used approved quotes only where legal
- Created original language echoing themes
- Built flexibility around ideas versus specific words
Application Guide
Guidelines for consistent voice across video, social, email, outdoor.
- Channel-specific guidance
- Messaging hierarchy for different moments
- Examples showing how to flex while staying consistent
Campaign Work
Campaign Video - Script by Josie Beytell-Heron
Out of Home Advertising
Social Media Partnership Announcement
Prize Draw Campaign Copy
Partnership Email Campaign
Campaign Teaser Content
Social media teaser campaign building anticipation for the Wicked: For Good partnership announcement
What This Shows
Strategic Bridging
Connected Universal entertainment IP with charity mission through authentic messaging
Multi-Channel Writing
Cohesive voice across video, outdoor ads, email, social, prize draws
Copyright Navigation
Balanced creative impact with strict Universal licensing and legal requirements
Team Leadership
Aligned Barnardo's teams, Universal Pictures, and Wicked: For Good initiative
Editorial Control
Guidelines enabling consistent voice across large campaign team
Conversion Focus
CTAs and donation copy balancing emotional inspiration with clear action
Why This Matters
This partnership showed I can lead complex, high-stakes brand voice work for major entertainment collaborations.
By connecting Wicked's friendship story to Barnardo's mission, I created messaging that moved hearts and drove action.
The messaging platform, guidelines, and multi-channel copy enabled this partnership to reach audiences everywhere—proving that when brands come together with real purpose, anything is possible.