A Creative Planner, Social Impact Strategist & Behaviour Change Consultant.
I provide social impact, behaviour change & creative strategy services
What I do
Research
Strategy
Impact
Insight discovery & research
Ethnography & qualitative research
Quantitative research design
Theory of Change development
Ideation workshops
(Carefully) AI-enhanced strategy development
Brand strategy & positioning
Campaign strategy
Social behaviour change strategy
Communications & channel strategy
Internal skill-sharing
Team-building & culture initiatives
Measurement & evaluation design
Evaluation framework design
KPI-setting
Questionnaire design
Consensus-building workshops
About me and my background
I'm a strategist with 12 years' experience bridging consumer creativity and behaviour change. I specialise in social impact campaigns for government, international development, non-profits and purpose-driven brands.
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I've shaped strategy and creative work for some of the world's most challenging issues, working with a wide range of organisations, including the UK Government, Bill & Melinda Gates Foundation, Archewell Foundation, UNICEF, WHO Foundation, and Hivos across the UK, US, Kenya, Nigeria, and Honduras. Before that, I learned my craft on consumer brands at Pablo and Y&R (now VML), working on everything from Viagra to Travelodge to Toby Carvery.
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My behaviour change work has trained me to deliver within constraints. Stretching tiny budgets, building consensus across dozens of stakeholders, and measuring impact robustly. That discipline makes everything easier when constraints lift. I stay at the cutting edge of strategy tools, including AI, which I use with care to enhance and not replace creativity.
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I work end-to-end: from insight and positioning through to creative campaign strategy and rigorous evaluation.
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Outside work I'm writing a fantasy novel (slowly), playing music (badly), ready for karaoke (confidently), and dancing Zouk and swing (enthusiastically).
Awards I've won
Campaign BIG Awards 2025 Shortlist
Loerie Award 2025 Finalist
D&AD Wooden Pencil
Young Driver Media Campaign Award
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Matt Kemp, Strategy Partner
"Not only does Micha she have an encyclopaedic knowledge of behaviour change theory, but she knows how to turn the theory into great creative work. She was a great person to have on the team and it would be brilliant to work together in the future."
Elisa Chami-Castaldi, Strategy Director
"Micha is an excellent strategist. Great insights, clear strategies and wonderful manager of others."
Anna Clark, Business Director
"Micha has this remarkable ability to take something structurally difficult - technical briefs, impossible stakeholder dynamics, cross-cultural campaigns - and find the emotional truth that will actually shift behaviour."
