Every now and then, our freelance copywriters are able to carve out some time to do a little pro bono work. It feels good to use our skills to do some good in the world. And that’s why we were more than happy to help when Neil Pennock from the TLR Foundation approached us.
A little charity doing big things.
Neil and his friends established the TLR Foundation in 2017 in honour of Trace Richey, who passed away after a bone marrow transplant to treat cancer led to GvHD (Graft vs. Host Disease). And they did it on a shoestring.
Since then, through a range of fundraising initiatives, the TLR team has racked up some huge wins in Trace’s memory. From establishing a new hospital room to scholarships for specialist nurses. From life-changing, life-saving stem cell donor recruitment to funding for vital GvHD research.
But with big plans for the future (and some complicated medical language to navigate), the TLR team needed some help telling their story.
Creating a new messaging platform and website.
While a new website was top of Neil’s wish list (key to raising TLR’s profile and more funds), we recommended building some solid messaging foundations for the TLR brand.
Working with the TLR team (a lovely bunch of people), we crafted a new purpose statement, mission and vision, as well as values that brought the team’s inspirational culture to life.
Our purpose: To give hope to people with blood cancer and other diseases treatable with a stem cell transplant.
Our vision: A day when nobody loses a loved one who could have been saved by a successful stem cell transplant.
Our mission: To support life-changing, life-saving stem cell donor recruitment, research, treatment and care.
Our values:
Be generous. With your time, energy, knowledge, kindness and ideas.
Think big. We’re here to change lives and make the world a better place.
Work smart. Keep learning, collaborating and supporting each other.
Get stuff done. Team up, knuckle down and make good things happen.
Have fun doing it. Make the most of every moment together.
With the message design process complete, we turned our attention to website copywriting. Again, working solely with Neil and the TLR team to map a new site, we took detailed page briefs and then crafted evergreen web copy for the new site’s key pages. Take a closer look.
"Paul's work has taken our non-profit to the next level with a new style and messaging, giving us an upbeat personality, which will resonate with a much wider audience."
Neil Pennock, Founder, The TLR Foundation
"Paul blew us away. He captured the spirit of who we are with web copy that maintains our charity's emotional inspiration. He also developed perfect vision, purpose and value statements."
Gloria Vincent, The TLR Foundation
Check out more of our brand messaging work and website copywriting projects. Or, if you need help defining and refining your brand’s story, contact our copywriters in Perth using the form below. We’d love to hear from you.