Through The Grapevine, giffgaff & Big Issue
D&AD New Bloods Entry
giffgaff, a service provider, and Big Issue Group want to help people who face barriers to work or social participation to get connected. These two UK B-corps are uniquely positioned to make meaningful waves socially, on a deeply human level.
"A hand up, not a handout"
For the giffgaff & Big Issue brief, I created ‘Through The Grapevine’ — a community-driven system for building pathways out of poverty. It’s more than a campaign, combining local broadcasting, community participation, and an education-for-credit model that helps plant real opportunities. The idea grows across multiple touchpoints, offering ongoing value rather than just awareness.
Assistance from an AI tool (Microsoft Copilot, personal communication, 2026) was used to support brainstorming, refine explanations, and develop copy. Some stock imagery was ai generated for use as basic components within Photoshop.
