Tabitha started her career in communications, campaigning to increase the aid budget. One time she led a media stunt that saw her setting up a giant toilet on the lawns of Parliament House. She still writes an excellent media release when required – and not only about water and sanitation in the developing world.

Now with close to 2 decades of writing experience, it’s safe to say Tabitha knows her way around the alphabet. But beyond her expert copywriting skills, she also has a keen mind for strategy. Tabitha has created Tone of Voice and Naming strategies for a number of well-known brands.

Tabitha describes herself as a ‘human-slash-copywriter’. Her deep empathy and sense of justice help her drop into a reader’s shoes and tell truly human stories. Stories that motivate readers to act.

A self-confessed ‘word-nerd’, Tabitha will talk readability research to anyone who will listen. Whether she’s coming up with powerful concepts, crafting verbal branding, or refining copy, Tabitha is a creative writer with a cause.

“It’s such a privilege to get up every day and do work that really means something. Work that changes lives and transforms communities.”

“When I’m writing a case study, I’m telling someone’s story. And it’s so important to do that with respect. Striking a balance between showing the need and honouring the person is a tricky line to walk – and something I take very seriously.”

“For me, this work is deeply human. No matter who you are, or what your story is, we’re all people. We all feel emotions. We’re all motivated by connection. This team’s ability to drill down to that core human truth is what makes Tone’s work so impactful.”