I led the launch campaign for Tilt Collective – a new international NGO advocating for a sustainable, healthy food system for all. I developed the organisational narrative, coordinated the launch of the website and social media channels, and oversaw digital communications for the two flagship events held at Carnegie Hall and Pier Sixty during Climate Week NYC 2024.

© Natural Expressions NY/ Tilt Collective

The assignment

Tilt Collective commissioned HN Communications to unveil the organisation to the world, galvanise the food systems sector, and make a high-impact launch at Climate Week NYC.

We designed and delivered two major launch events – a high-profile panel and reception at Carnegie Hall, and the first ever Food Day uniting sector leaders at Pier Sixty.

We also managed Tilt Collective’s digital launch – with a new website, social media channels, and creative campaign which included promotion of CEO Sarah Lake’s TED Countdown talk, now with over half a million views.

The approach

Working closely with Tilt Collective’s Chief Communications Officer Ali Lucas, I co-led the project as Account Director at HN Communications.

I developed and delivered the digital and communications strategy, managing a team of designers, developers and content specialists.

Our remit included:

• creating Tilt Collective’s new brand identity

• launching all digital channels and the event app

• promoting a joint Tilt Collective and Systemiq research report

• leading stakeholder engagement and email campaign

• managing a full digital campaign and successful on-site delivery in NYC

• coordinating photographers and videographers, interviewing high-profile speakers and stakeholders, and working with editors to create promotional videos.

The impact

The launch successfully positioned Tilt Collective as a leading voice in the drive for a more sustainable food system. We built an engaged online audience in time for Climate Week NYC, secured strong attendance at both events, and generated real momentum.

At Carnegie Hall, we hosted 200 decision-makers and leaders including Children's Investment Fund Foundation (CIFF), World Health Organization (WHO), and Bezos Earth Fund. Our impressive speaker lineup included:

• Zenia Stampe, Danish MP

• Rutger Bregman, historian and author

• Mark Bittman, renowned food journalist

• Gonzalo Muñoz, UN Climate Change High-Level Champion.

Food Day drew in over 1,000 registered attendees and featured 50+ strategic partners from health, climate and animal advocacy organisations to deliver panels, keynotes and roundtables – a powerful demonstration of coalition-building in action.