Raveena Grover · Campaigns & Communications Strategist · Barcelona
Complex issues, turned into stories people act on.
I’m a campaigns and communications strategist with 10+ years across global campaigning, journalism and government communications in the UK, EMEA and APAC. Most recently at Avaaz, I produced multi-channel campaign content on land rights, human rights in Sudan and Palestine, and LGBTQ+ and women’s rights for Avaaz’s 1.7 million-member audience.
From a single conversation to global reach.
Three campaigns from Avaaz and one from inside state government, shown step by step: what I was given, what I made, and what changed as a result.
How one conversation in Barcelona turned into content with Greta Thunberg.
A campaign doesn’t only need a strong script. It needs the right voices, and someone who can find them fast. This video series came out of a chain of relationships I built in a matter of weeks, and it kept paying off for the campaign after the series ended.
- Client
- Avaaz
- Turnaround
- Videographer hired in under a week
- Amplified by
- 1M+
- follower Global Sumud Flotilla account
- Top clip
- 368k
- views on Instagram
- My role
- Talent sourcingRemote productionLiaisonEditingCopywriting
Global Sumud Flotilla series
A name, mentioned in passing.
While I was talking about my campaign work, a friend mentioned a local activist on hunger strike for Palestine. I followed up the same week.
Filmed her call to the EU.
I shot a video of her calling on the European Union to break the humanitarian blockade on Gaza, then went back to her looking for extra b-roll.
She introduced me to Gulcin Beker.
Gulcin, a videographer, was about to sail with the Global Sumud Flotilla to break the blockade and deliver aid.
Hired, briefed and producing within a week.
I commissioned a series of bespoke videos for the whole voyage. I ran production and liaison while Gulcin was offshore, edited the videos and wrote the copy.
Interviews with high-profile activists.
The series featured activist Yasemin Acar, actor Adèle Haenel, model Sofia Aparicio and others on board.
Shared and co-posted by the movement.
The official Global Sumud Flotilla account (1M+ followers), Yasemin Acar and Celebrities 4 Palestine shared the videos and co-posted them with us.
Which led to Greta Thunberg.
Those relationships connected us to Greta Thunberg. I coordinated and produced the social content for a stunt she took part in, and she crossposted the reel to her own feed.
The campaign video that helped Amazon bees win legal rights.
Avaaz was calling on Peru’s government to protect Indigenous stingless bees. I produced the video at the heart of the campaign, working with campaign directors, celebrity liaisons and an independent editor from my own network.
- Client
- Avaaz
- Channels
- Instagram, Facebook, TikTok, LinkedIn
- Campaign petition
- 386k+
- Avaaz signatures, per The Guardian
- Shared by
- Earth Alliance, Leonardo DiCaprio’s environmental NGO
- My role
- Script editingCopywritingShoot directionVideo productionConversion design
Stingless bees campaign
Make a niche cause feel urgent.
The campaign asked the Peruvian government to protect Indigenous stingless bees. That’s a hard sell on a social feed, so the video needed a messenger people would trust.
Fronted by the scientist leading the work.
The video was created with scientist and National Geographic Explorer Dr Rosa Vásquez Espinoza, which gave the ask scientific credibility and a face.
Script edit, shoot direction, edit.
I edited the script, wrote the copy and directed the shoot, then produced the final cut with an independent video editor from my network.
Built to convert, not just to be watched.
I used a trigger word in the comments that sent people straight to the petition page, so engagement turned into signatures.
Legal rights for an insect, a world first.
Earth Alliance shared the video. Following it and Avaaz’s wider campaign, municipalities in the Peruvian Amazon granted stingless bees legal rights, and groups elsewhere have called on their governments to do the same.
A campaign video that reached the UN Special Rapporteur on Torture.
Senior campaigners asked me to create video to support their campaign for the release of Moroccan LGBTQ+ activist Betty Lachgar, imprisoned over a slogan T-shirt and denied proper medical care as a bone cancer survivor.
- Client
- Avaaz
- Partners
- Free Betty Coalition, family and legal team
- Reach
- 24k
- views, 440 likes
- Escalation
- Case taken formally to the UN
- My role
- ScriptwritingPiece to cameraProductionLegal liaison
Free Betty campaign
Give a campaign a human face.
Senior campaigners at Avaaz wanted video to sit alongside their campaign for Betty Lachgar’s release, making the legal and medical facts of her case easy to grasp.
Interviews and clips, scripted to the ask.
I gathered interviews and footage with Betty’s lawyer, Ghislane Mamouni, then scripted and presented a video that led clearly to the campaign’s call to action.
Picked up by the UN Special Rapporteur.
The video reached Dr Alice Edwards, then the UN Special Rapporteur on Torture, who responded with guidance on submitting the case.
From social video to formal advocacy.
A human rights lawyer then contacted me to take Betty’s case formally to the UN. We worked with the Free Betty Coalition, her family and her lawyers to keep pressing for her release.
Three internal newsletters, 5,000 readers, and a 15% lift from writing more plainly.
Government communications has sign-off chains, legal review and engineering content that was never written for a general reader. At Transport for NSW I rewrote how three publications spoke to staff, and the readership numbers followed.
- Client
- Transport for NSW · Sydney Trains
- Period
- 2023–2024
- Readership
- +15%
- across three newsletters, 5,000 subscribers
- Recognition
- Commended by multiple Executive Directors
- My role
- Journalist and producerPlain-language editingData visualisationMobile-first designTone and style guide
Transport for NSW
Three publications nobody was finishing.
The newsletters carried engineering updates, safety notices and project timelines written by the teams delivering them. Accurate, dense and rarely read to the end.
Rewrite for the person on the platform.
I simplified the language story by story, led with what changed for staff, and cut the jargon that only made sense to the project team. Every piece still went through the usual approvals.
Turn a multi-year timeline into one graphic.
The St James Station maintenance shaft project ran from 2020 to 2023 across design and delivery. One infographic replaced several paragraphs, and The Link hit a 10% engagement rate on the issue that carried it.
Write the rules down so it outlasts me.
I designed a mobile-friendly layout for the website and newsletters and wrote a tone and style guide. It was adopted across publications and earned commendations from multiple Executive Directors.
15% more readers, and more stories to tell.
Readership rose 15% across the three newsletters. Cross-department stories with Fire and Rescue NSW increased by 10%, which widened the pool of content for every issue.
Campaign video, editorial and creative direction.
A cross-section of work across NGO campaigning, government communications and cultural production. Filter by discipline, and open any linked card to see the live piece.
FIFA and UEFA: boycott Israel
Co-produced and script-edited a campaign video calling on football’s governing bodies to act.
Save Dorothy’s care home
A campaign to save Dorothy’s care home from Reform UK. I led creator collaboration outreach and wrote the copy.
Video seriesGlobal Sumud Flotilla series
Bespoke video from the flotilla to Gaza, produced remotely while the videographer was at sea.
Campaign videoLegal rights for stingless bees
Scripted and directed with a Nat Geo Explorer. Shared by Earth Alliance. Helped secure a world first.
Piece to cameraFree Betty Lachgar
Scripted and presented with her legal team. Reached the UN Special Rapporteur on Torture.
Interview videoWomen in Sudan
Interview-led campaign content with Dr Eva Khair, Director of Women4Sudan.
Short-form videoCamp Sovereignty
Short-form campaign video carrying a community’s call for justice and sovereignty.
NewsletterThe Link
Rewrote the newsletter in plain language with data visualisation and a mobile-first layout.
Data visualisationSt James Station shaft project
Turned a multi-year engineering timeline into a single graphic staff could follow at a glance.
Video journalismWhy Kings Cross’ injecting centre saves lives
Video explainer on a contested public health policy, built around an interview with a senior police officer.
Exhibitiondusri zameen
Photo and audio work for the Pride (R)evolution exhibition at Sydney WorldPride. I cast, interviewed, shot and edited.
Founder & producerAustralia’s first South Asian creative showcase
Co-founded and produced four sold-out shows, from brand and social to fundraising.
winnerBest Branding B2B Campaign, 2019
Salesforce ANZ content program
Copywriting for the program, plus content and social strategy for Salesforce and DocuSign.
Government commsCommunity engagement for a state energy project
Lead consultant on a government secondment, chosen over 10 firms and extended twice. Factsheets, web content, reports and video storyboards.
What I bring to your team.
I work with campaigning organisations, NGOs, public bodies and mission-led brands that need complex material made clear, credible and shareable, across every channel their audience uses.
An embedded campaigns lead
A few days a week inside your team: planning, producing and reporting across channels, with the continuity of a staff member.
A campaign sprint
One moment, done properly: a launch, a campaign push or a time-sensitive response, from concept and talent through to edit and reporting.
A role, filled well
Remote or Barcelona-based contract roles in campaigns, content, social or communications, working across EU and APAC time zones.
Results come from connection.
The framework I use to go from a gap in the market to an organisational goal. Click each stage to see how it works and where I’ve used it.
Measured, not assumed.
I build reporting into the work from day one, from engagement KPIs and UTM tracking to dashboards across five platforms.
Instagram reach growth in three months, through strategic posting, user-generated content, network outreach and exclusives. Engagement consistently above a 7% KPI.
Higher readership across three newsletters with 5,000 combined subscribers, after simplifying the language and adding data visualisation. My tone and style guide was adopted across publications.
More community engagement (conversations, questions, feedback, attendance) on a significant state energy project over ten months. Team named a 2021 Consult Australia Client Service Award finalist.
Syndicated media placements a month, beating KPI, sourced through proactive research and social monitoring. Intranet engagement up 7% in three months.
Impressions across Facebook and Instagram within six months of launch. Four sold-out shows and more than AUD 5,000 raised for charities.
From editorial assistant to junior editor of Australia’s leading pharmacy publication in six months.
End to end, on and off the feed.
Alongside campaign work, I conceive and produce exhibitions, live shows and photographic projects. It’s where I learned to run a production: budgets, crews, talent, venues and deadlines.
dusri zameen
Photography, audio and creative direction for Sydney WorldPride. The exhibition won a 2024 AMaGA Award.
Red Dot Revolt
Four sold-out shows
Neela
Photography and creative direction
Baal
Talent coordination and art direction
Programme design
Videographers, writers and photographers for internal comms
Social, set-up teams, vendors, videographers, tech and venue managers
Photographers, exhibition installers, runners, hair, make-up and mehndi artists
Graphic designers, writers, editors and distributors
A journalist’s rigour, a campaigner’s instinct.
Trained in journalism at the University of Technology Sydney. A decade across NGOs, government, B2B and media in Australia, the UK and Spain. Open a role to see the detail.
2025 – 2026Media and Audience AnalystAvaaz · Global NGO, remote+
- Co-produced and script-edited a campaign video that passed 5.5M views and 360k likes.
- Directed a bespoke video series from the Global Sumud Flotilla to Gaza: hired the videographer within a week, ran production and liaison while she was offshore, edited the videos and wrote the copy.
- Turned those relationships into an ongoing collaboration with Greta Thunberg, producing socials for a stunt that she crossposted to her feed.
- Grew Instagram reach by over 180% in three months through strategic posting, user-generated content, network outreach and exclusive content.
- Built reporting frameworks across Instagram, Facebook, TikTok, LinkedIn and YouTube, consistently beating a 7% engagement KPI.
2023 – 2024Journalist and ProducerTransport for NSW · Sydney+
- Increased newsletter readership by 15% across three newsletters with 5,000 combined subscribers, by simplifying language and using data visualisation.
- Designed a mobile-friendly experience for the website and newsletters, and wrote a tone and style guide adopted across publications, earning commendations from multiple Executive Directors.
- Increased cross-department stories with Fire and Rescue NSW by 10%.
2023Media LiaisonTAFE NSW · Sydney+
- Beat a KPI of 25 syndicated media placements a month by sourcing stories through proactive research and social monitoring.
- Lifted intranet engagement 7% in three months through strategic content placement, including digital surveys.
- Built stakeholder networks spanning staff, students and journalists at national media outlets.
2020 – 2023Communications AdvisorSMEC · NSW+
- Selected as lead consultant over 10 competing firms for a state government secondment, extended twice on the strength of results. The team was a 2021 Consult Australia Client Service Award finalist.
- Increased community engagement 15% with concise public-facing collateral for government programmes: factsheets, flyers, web content, reports and video storyboards.
2019Junior EditorMahlab · Australia+
- Promoted from Editorial Assistant to Junior Editor of Australia’s leading pharmacy publication within six months.
- Managed content and social strategy for clients including Salesforce and DocuSign. Copywriting for Salesforce ANZ’s Content Program contributed to its Digiday Best Branding B2B Campaign award.
2017JournalistInformation Age · Australia+
- Reported on technology, politics and global trends in short and long form, sourcing original stories through social listening, contacts and embargoed reports.
Earlier rolesTutor, Community Migrant Resource Centre (2018–20) · Customer Engagement, Coca-Cola Amatil (2018) · Marketing Executive, OMG (2017) · Editor and Writer, Vertigo Magazine (2015–16) · Producer, 2SER Radio (2015–16)
Recognition
- 2025RUSSH Literary ShowcaseTop 20 shortlist↗
- 2025Leading Change NetworkSelected participant, community organising workshop with Marshall Ganz
- 2024AMaGA Award, Exhibiting ExcellenceState Library of NSW’s Pride (R)evolution, featuring dusri zameen↗
- 2021Consult Australia Client Service AwardFinalist, with SMEC and the NSW Department of Planning and Environment↗
- 2019Digiday Award, Best Branding B2B CampaignSalesforce x Mahlab↗
- 2017KACSI ScholarshipKorean-Australian Cultural and Communications exchange to Seoul↗
Skills and tools
Campaigns and production
Stakeholders and journalism
Analytics and tools
Languages
Bylines and features.
News, features, reviews and personal essays on race, sexuality, gender, technology and the arts.
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needs to move people?
- Based in
- Barcelona, Spain
- Local time
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- Work rights
- EU and Australia
- Elsewhere
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