Soul Cafe is a Newcastle-based not-for-profit organisation with a mission to support and empower people in need. They run initiatives and community programs aimed at providing care, connection, and opportunities for people facing disadvantage.
The project involved:
I began by reviewing all existing materials to identify gaps, inconsistencies, and opportunities to strengthen the Soul Cafe voice. The focus was on keeping the tone warm, genuine, and relatable across all channels.
For the leaflets and postcards, I crafted short, compelling copy that immediately conveyed the purpose of Sleepout for Soul and encouraged donations or participation. Headlines, subheads, and body copy were designed to be emotive, clear and shareable.
Social content was written to match the same tone, with an emphasis on storytelling and engagement. Each post highlighted real-life impact, upcoming events, or ways to get involved—making the audience feel connected and motivated to act.
For the website, I edited and rewrote key sections, including About, How You Can Help, and Volunteers. The copy was structured for clarity and UX, while remaining emotive and on-brand. Headings, calls to action and body text all reinforced Soul Cafe’s mission and made it easy for supporters to understand how they could contribute.
