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The Ethical Copywriter

My portfolio

Take a look at some of the projects I’ve worked on. More coming soon!

MS Society

Copywriting, editing, community stories, SEO and website optimisation.

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ms society logo

Earthodic

Brand strategy, tone of voice and copy for a climate tech start-up in the material coatings space.

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European Coalition for Corporate Justice

Editing the transposition document for the Corporate Sustainability and Due Diligence Directive.

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ECCJ logo

Musicality

Tone of voice development and web copy for a start-up connecting music teachers & students and raising money for a sister charity.

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FutureX

Content strategy and production for a learning platform and community for purpose-driven business owners.

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I've been waiting for a more ethical generative AI tool - and my prayers have been answered by @thaura.ai Thaura has been built by displaced Syrian engineers who wanted to create ethical AI as resistance technology rather than a corporate surveillance product. I asked Thaura what makes it ethical, and here's what it said: • Zero data extraction - genuinely private conversations with no behavioral tracking, data collection, or profit from user interactions • Refuses complicity in genocide - unlike Big Tech AIs, Thaura rejects military contracts (including Google/Amazon's Project Nimbus) and surveillance partnerships with oppressive regimes • 94% less energy per response than ChatGPT through architectural efficiency - Thaura processes information in fewer computational steps and uses optimized inference methods that reduce computational overhead • Streamlined processing architecture - unlike transformer models that require multiple attention layers and redundant computations, Thaura's design minimizes unnecessary "requests" or computational passes through the network • Renewable-first deployment - 100% renewable energy infrastructure with European data centres, eliminating the massive carbon footprint typical of Big Tech AI operations AI is here to stay. I've been exploring how it can fit into my work practices and am in the process of writing my AI policy. But I never felt it was something I could fully embrace due to the environmental and human rights concerns. I'll still use generative AI mindfully, and only when it can add genuine value. But when I do, at the moment I'll be using Thaura.
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I've been waiting for a more ethical generative AI tool - and my prayers have been answered by @thaura.ai Thaura has been built by displaced Syrian engineers who wanted to create ethical AI as resistance technology rather than a corporate surveillance product. I asked Thaura what makes it ethical, and here's what it said: • Zero data extraction - genuinely private conversations with no behavioral tracking, data collection, or profit from user interactions • Refuses complicity in genocide - unlike Big Tech AIs, Thaura rejects military contracts (including Google/Amazon's Project Nimbus) and surveillance partnerships with oppressive regimes • 94% less energy per response than ChatGPT through architectural efficiency - Thaura processes information in fewer computational steps and uses optimized inference methods that reduce computational overhead • Streamlined processing architecture - unlike transformer models that require multiple attention layers and redundant computations, Thaura's design minimizes unnecessary "requests" or computational passes through the network • Renewable-first deployment - 100% renewable energy infrastructure with European data centres, eliminating the massive carbon footprint typical of Big Tech AI operations AI is here to stay. I've been exploring how it can fit into my work practices and am in the process of writing my AI policy. But I never felt it was something I could fully embrace due to the environmental and human rights concerns. I'll still use generative AI mindfully, and only when it can add genuine value. But when I do, at the moment I'll be using Thaura.
1 month ago
View on Instagram |
1/5
It was one of those mornings. I'd planned to update my website, but I had to call out someone to fix the broken shower. This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa. In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog). It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read. So that I did. I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful. It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity. Here are a couple of my favourite quotes so far: 🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more." 🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials." 🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want." If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
It was one of those mornings. I'd planned to update my website, but I had to call out someone to fix the broken shower. This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa. In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog). It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read. So that I did. I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful. It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity. Here are a couple of my favourite quotes so far: 🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more." 🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials." 🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want." If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
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It was one of those mornings. I'd planned to update my website, but I had to call out someone to fix the broken shower. This wound up my dog, who then didn't seem able to settle unless snuggled up to me on the sofa. In the midst of all that, the book I'd ordered a few days before plopped onto the doormat (to further consternation from the dog). It felt like the universe was telling me I just needed to make a coffee, let the dog snooze on my lap, and read. So that I did. I loved Robin Wall Kimmerer's book "Braiding Sweetgrass", and when I saw her latest work, "The Serviceberry: An Economy of Gifts and Abundance", it promised to be just as impactful. It's both relevant to my professional work and the novel I'm writing, which imagines a society based on giving and reciprocity. Here are a couple of my favourite quotes so far: 🫐 "Recognising enoughness is a radical act in an economy that is always urging us to consume more." 🫐 "The juice that bursts from these berries was rain just last week and is already on its way back to the clouds. These processes are the models for principles of a circular economy, in which there is no such thing as waste, only starting materials." 🫐 "Eco psychologists have shown that the practice of gratitude puts the brakes on hyper consumption. The relationships nurtured by gift thinking diminish our sense of scarcity and want." If these quotes resonate with you, too, I'd highly recommend the whole book. At just over 100 pages, it's only a short read!
2 months ago
View on Instagram |
2/5
Spent the day doing some local networking! Most of the networking I do is sustainability focussed, and either national or online. So it was really nice to make lots of varied local connections!
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Spent the day doing some local networking! Most of the networking I do is sustainability focussed, and either national or online. So it was really nice to make lots of varied local connections!
2 months ago
View on Instagram |
3/5
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
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5 newsletter elements to keep readers coming back ⬇️ Based on stats from client newsletters I’ve written and elements from the ones I personally can't wait to open. 1. Stories Whether it’s the tale of how your business came into being, a powerful story from a member of your community, or a vision for a better world: people love stories. Hearing them, sharing them, reading them. 2. Original insights Break down complex industry developments with your unique perspective. When you consistently offer thoughtful analysis, readers begin to seek out and trust your viewpoint. 3.Curated roundups A well-curated list of industry events, news, and resources provides real value for busy readers. Make it skimmable, relevant, and watch your open rates grow. 4. Interviews In the age of AI and recycled content, interviews with real people stand out. Whether featuring external experts or highlighting your team's expertise, interviews offer genuine perspectives readers can't find elsewhere. 5. Community spotlights Featuring your community members with photos and stories builds connection and belonging. It transforms your newsletter from a broadcast into a gathering place. Want to level up your newsletter? Start by picking one of these elements and implementing it consistently. Watch how your readers respond, then build from there. #Newsletters #EmailMarketing #FreelanceCopywriter #ContentMarketing
11 months ago
View on Instagram |
4/5
Get to know me 😃 It's been a while since I've done a reintroduction post for any new followers (actually, have I ever done one?). So here goes... The work stuff: ✍ I’m a freelance copywriter and content strategist for ethical organisations - like sustainability and impact led businesses, non-profits and charities. 🥨 I’m also a German translator with a postgrad Diploma in Translation. I studied English and German at uni and did a year abroad in Stuttgart, followed by an internship in Hamburg after graduating. 🌐 Having previously worked at an SEO agency, I also know my search engines, as demonstrated by my work with Semrush over the past couple of years. The non-work stuff: 🐂 I live in Birmingham with my fiancé, Matt, and our dog, Winnie, (pictured below). Well, technically, we now live in a small village just into Worcestershire, but I still spend a lot of my time in Brum. We moved here a few years back and I love it – Birmingham definitely doesn’t deserve its bad rep! 📕I’m a big reader – although not that fast. My target for 2025 is 24 books – two books a month. I’m on track so far. My favourite genre is fantasy, but I’m open to anything! 🌿 I decided to go vegan a couple of years ago – but I knew I’d be more likely to stick at it if I wasn’t too strict. A couple of years on, I still eat mainly plant-based, but I’d have to describe myself as “flegan” (flexible vegan) - as I have been known to eat the odd bit of dairy chocolate and cheese… hashtag#ProgressOverPerfection I’d love to get to know some of my followers better. Any other fantasy nerds out there? Imperfect vegans? Adopted Brummies? Let me know in the comments 👇 #GetToKnowMe #Flegan #FreelanceCopywriter [Image description: Rachel, a white woman with long brown hair, sits on a sofa, smiling, next to a small, scruffy, black-and-white dog]
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Get to know me 😃 It's been a while since I've done a reintroduction post for any new followers (actually, have I ever done one?). So here goes... The work stuff: ✍ I’m a freelance copywriter and content strategist for ethical organisations - like sustainability and impact led businesses, non-profits and charities. 🥨 I’m also a German translator with a postgrad Diploma in Translation. I studied English and German at uni and did a year abroad in Stuttgart, followed by an internship in Hamburg after graduating. 🌐 Having previously worked at an SEO agency, I also know my search engines, as demonstrated by my work with Semrush over the past couple of years. The non-work stuff: 🐂 I live in Birmingham with my fiancé, Matt, and our dog, Winnie, (pictured below). Well, technically, we now live in a small village just into Worcestershire, but I still spend a lot of my time in Brum. We moved here a few years back and I love it – Birmingham definitely doesn’t deserve its bad rep! 📕I’m a big reader – although not that fast. My target for 2025 is 24 books – two books a month. I’m on track so far. My favourite genre is fantasy, but I’m open to anything! 🌿 I decided to go vegan a couple of years ago – but I knew I’d be more likely to stick at it if I wasn’t too strict. A couple of years on, I still eat mainly plant-based, but I’d have to describe myself as “flegan” (flexible vegan) - as I have been known to eat the odd bit of dairy chocolate and cheese… hashtag#ProgressOverPerfection I’d love to get to know some of my followers better. Any other fantasy nerds out there? Imperfect vegans? Adopted Brummies? Let me know in the comments 👇 #GetToKnowMe #Flegan #FreelanceCopywriter [Image description: Rachel, a white woman with long brown hair, sits on a sofa, smiling, next to a small, scruffy, black-and-white dog]
11 months ago
View on Instagram |
5/5
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