Refresh Britain’s Clean Communities campaign set out to change the conversation around clean air — shifting from problem-focused messaging to a more hopeful, solutions-led narrative. Through the core belief that “Cleaner air = a better life,” the campaign championed local-level improvements that benefit both people and place. From healthier high streets to warmer homes and greener transport, the campaign aimed to inspire the public and policymakers alike with a vision of thriving, cleaner communities across the UK.

I was brought in as Creative Project Manager mid-way through the campaign, at a point where the original direction had stalled. The strategy lacked cohesion, the creative concepts pitched to the client were either undeliverable or disconnected from the campaign objectives, and the team was struggling to move forward. My role was to step in, quickly assess what wasn’t working, and get the project back on track.

I worked closely with internal teams and senior stakeholders to realign the campaign around a clear strategic foundation. This included refining the brief, clarifying deliverables, and ensuring that creative outputs were both strategically sound and practically achievable. Once we had alignment and client sign-off, I led the end-to-end creative production — overseeing the rollout across brand, digital, print, and event assets, while maintaining consistency and quality throughout.
In addition to managing internal delivery, I led collaboration with multiple stakeholder agencies to produce an OOH campaign that aligned seamlessly with the larger campaign narrative. My ability to bring structure, momentum, and cross-agency coordination was critical in turning a stalled initiative into a high-impact, cohesive campaign.

The Challenge

The campaign presented a number of significant challenges. It was structured to roll out in three distinct phases, with funding tied to strict KPIs — adding pressure to deliver tangible results at every stage. Compounding this, the campaign was built to align with the upcoming UK general election, a shifting political milestone with constantly moving timelines and heightened sensitivity.
We had to remain agile and responsive, adjusting our approach as political events unfolded in real time. On top of this, we needed to navigate strict regulations around pre-election campaigning, ensuring compliance without losing momentum or message clarity. Internally, the project also suffered from a lack of clear strategic direction at the outset, which made alignment and decision-making difficult early on.

Overcoming these challenges required fast thinking, close collaboration across internal and external teams, and clear, confident communication with stakeholders to maintain trust and drive the campaign forward under pressure.