Communicating Purpose with John Higginson Communicating Purpose with John Higginson

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Sonya Trivedy, Executive Director of External Engagement at the Samaritans.
Sonya has dedicated the last two decades of her life to the UK’s voluntary sector, working for organisations such as the British Red Cross and UNICEF, and for domestic causes - including HIV, sexual health, and domestic violence.


She now leverages that experience by leading the Samaritans external communications, advocacy efforts, and income generation.

Founded in 1953, The Samaritans is a unique charity dedicated to reducing feelings of isolation and disconnection that can lead to suicide.

In prisons, schools, hospitals and on the rail network, the Samaritans’ 23,000 volunteers are working with people who are going through a difficult time and training others to do the same.

In this episode, we discussed:

💚 The Samaritan's approach to accelerating legislative change

🤝Why the new Labour cabinet will have the biggest positive influence on the UK's charity sector

📗How a classic American novel kickstarted Sonya's passion for protecting the vulnerable

🫂The most vital ingredient in the Samaritan's campaigns

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Michelle Stageman, Senior Communications Manager of Sustainability and Purpose at John Lewis Partnership.
Michelle is responsible for amplifying the sustainability and purpose-driven stories of John Lewis and Waitrose, particularly the stories about the local communities its branches serve.
 
Founded with the ethos of being a force for good in society, John Lewis Partnership has an extensive social impact scheme and is committed to using its skills and resources to make a positive difference to people’s lives.
Michelle has two decades experience in the communications industry, having previously worked as the Head of PR at M&S and Senior PR Manager at Debenhams.


In this episode, we covered:

🕙Why some of the best campaign ideas come at the eleventh hour

😎Why partaking in online humour is the B2C communications trend of the moment  

🍾The importance of knowing your 'champagne maths'

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Hilary Strong, Chief Marketing Officer of Smol.
Smol is a homecare start-up, revolutionising planet-friendly cleaning and tackling hygiene poverty across the UK.

Under Hilary’s leadership, Smol has gained significant exposure for its products eliminating tens of thousands of tonnes of plastics and carbon from production.

Having worked with ESPN, Unilever and Coca-Cola, Hilary has a profound understanding of brand development and the importance of strategic communication in influencing mass audiences.


In this episode, we covered:

🧼 Why businesses cannot be 'everything to everyone'

🤳The importance of brand trust and transparency in the social media age

👨‍👩‍👧How Smol is helping millions of families in poverty access washing machines

🔊The need for brands to 'live' the message they are communicating

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

With one day to go before the General Election 2024, it is my pleasure to share with you the latest episode of the Communicating Purpose podcast with Carl Shoben, former Director of Strategy at the Labour Party.
Carl was instrumental in Labour's communication strategy during the landslide 1997 election that overturned the Tory government. 

Carl Shoben is a political strategy and communications specialist with 20 years’ experience leading campaigns for the Labour Party, NHS, and more recently for polling and research firm, Survation.

Shoben worked as Special Adviser to Tony Blair, having been a media officer during Labour's last administration in Downing Street before returning under Jeremy Corbyn's leadership in 2018, overseeing the party's polling operation during the 2019 election.

In this episode, we discussed:

🌹How Labour’s 1997-2010 tenure changed the communications methods used in British politics today

🥈 The detrimental factor that cost Jeremy Corbyn's government the 2019 election

☎️ The fascinating shift in voting patterns and polling

🔊 Carl's rule for leveraging polling within communications

⚠️How Carl took a gamble that restored public faith in an important SE London institution 


I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Matt Mahmood-Ogston, Founder & CEO of the Naz and Matt Foundation.  
The Naz and Matt Foundation is a specialist charity that works to remove the barriers that prevent religious and culturally conservative parents from accepting their LGBTQ+ children.

For the last decade, Matt has transformed the lives of thousands of individuals, and has campaigned tirelessly in the press about suicide prevention and LGBTQ+ acceptance.

Alongside running the Foundation, Matt is a multi-award winning activist, filmmaker, and branding expert.

In this episode, we delved into:

❤️‍🩹The heart-breaking story behind the creation of Naz and Matt Foundation, and its subsequent impact on the lives of thousands

📰The fool-proof method of generating media interest

🏳️‍🌈🏳️‍⚧️How the Naz and Matt Foundation used marketing to raise the profile of 'out and proud' parents 

🔊Matt's 'brutal' tip for creating a message that resonates 

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy

It’s my pleasure to share with you the latest episode of the Communicating Purpose podcast with Celia Richardson, Director of Communications and Marketing at the National Trust. 
Celia has been named among the most influential 1% in the UK PR industry, and has received a multitude of awards for her seminal campaigns during her decade-long stretch in the mental health sector.
For the past six years, Celia has been responsible for the National Trust’s marketing, policy, advocacy, and reputation.
Celia found herself at the epicentre of controversy and ‘culture-war’ discourse, following the release of the National Trust’s report into its property’s links to slavery – which critics labelled ‘woke’ and an attempt to push a political agenda.
In this episode, we discussed:
📰The communications lessons learned from backlash to the National Trust's 2020 slavery report

🔎 Why National Trusts operates under the philosophy 'show don't tell'

🙌Celia's sagacious approach for responding to critics

🌿How the National Trust is accomplishing its long-term mission

🏔️ Celia's tips on achieving personal and professional growth

I hope you enjoy.

John Higginson,

Founder & CEO, Higginson Strategy