She is working alongside poverty activists and campaigners, content creators, cultural partners and the media to drive JRF's strategy and tell a new story about people in poverty. It is one that can boost public understanding, shift negative attitudes and build support for action.
She is a framing advocate having led JRF's award-winning Talking about Poverty work. She is passionate about the role of authentic storytelling for systems change, and recently collaborated with Sean McAllister on the critically acclaimed documentary A Northern Soul.
Other collaborations include working with Jillian Edelstein and Stephen Armstrong developing the project Picture Britain: Our People, Our Poverty which produced a photography exhibition and accompanying book, using culture to help people find common ground around the issue of poverty in the UK. She is a true believer in using data and insight to inform the way JRF communicates with public audiences.