World Challenge
Call to adventure
World Challenge organises transformative school trips that go beyond traditional education. While they were creating life-changing experiences for students, they needed help connecting with a new generation of digital-native teenagers and their millennial parents – without losing their credibility with educational institutions.
Challenge
Fresh from a rebrand, World Challenge needed a story that would resonate across generations and reflect today's educational values. The real challenge wasn't just crafting an engaging message – it was understanding how different audiences engage with educational experiences in the digital age. I needed to speak authentically to tech-savvy teens while addressing their parents' desires for meaningful, future-focused learning opportunities.
Approach
Through intensive listening sessions with the World Challenge team, I uncovered powerful stories of personal growth, community connection, and real-world learning. These stories became the foundation for six strategic narrative pillars that could flex across different channels and audiences.
Instead of treating this as just a copywriting exercise, I saw an opportunity to transform how the entire organisation communicated with its community. The initial brand story resonated so deeply that World Challenge invited me to lead interactive language workshops at their High Wycombe offices, bringing together teams from across the organisation.
I developed these sessions to reflect how modern organisations need to communicate – authentically, consistently, and with purpose. The workshops evolved into a comprehensive communication toolkit, including accessible language guidelines and practical templates that empowered every team member to tell the World Challenge story in their own voice.
Impact
This project exemplifies my belief that effective communication in education isn't about following a rigid script – it's about building authentic connections across generations. By helping the World Challenge team find their voice, we enabled them to communicate the value of experiential learning to a new generation of students, parents, and educators.
What began as a brand story project transformed into a organisation-wide journey toward more meaningful community engagement. It demonstrated how traditional educational organisations can evolve their communication to meet the expectations of today's audiences while staying true to their core purpose.
The success of this project showed that when educational organisations embrace authentic storytelling and empower their teams to communicate with purpose, they create deeper connections with their communities and drive meaningful change in how we approach learning experiences.