Bronte Hogarth Portfolio

Hello,

I'm Bronte Hogarth, a Sydney-based digital marketing and communications professional with an entrepreneurial spirit. I have worked in digital marketing for 4+ years across varied creative campaigns and projects. I'm passionate about design, technology, and using the digital world to share stories and build communities that influence positive social and environmental change.

Here is some of my work.

Digital Strategy and Project Management:

'You're The Voice' video campaign

I project managed and lead the digital strategy for 1 Million Women's 'You're The Voice' campaign. 1 Million Women transformed much-loved song ‘You’re the Voice’ into a powerful anthem for climate action and hope. We used the power of music to inspire every woman, man, or child to ADD THEIR VOICE - #IMTHEVOICE - and form a united call to world leaders for strong action on climate change. Here are some of the video campaign's stats:

Facebook reach: video has had over 5 million reach

Facebook views: 2m+ views

Youtube views: 42k

Combined views: 2.5m

Facebook likes: 25,000+ new likes around the video launch

Tweets: hashtag #IMTHEVOICE used over 3000 times

Top influencers who shared on Twitter: Greenpeace International, Christiana Figueres (UN Climate Chief), Helen Clark (UNDP), Katka Iversen (CEO of women deliver), Climate Reality, Global Citizen, Unilever world, Collectively, Women’s Global Call for Climate Justice, WECAN

Top influencers who shared on Facebook: Tara Moss (Author), Earth (Facebook), Sydney Morning Herald, WECAN, WEDO, Action Aid, AYCC, OXFAM, Jane Goodall Institute

As featured in: Sydney Morning Herald, The Age, Wellington Times, Global Citizen, The Aucklander, The Daily Telegraph, Impossible.com, Soul Traveller

As seen on: Channel 9 Morning show, Channel 7 Morning Show, Channel 7 Daily Edition, France 24

Digital strategy and project management:

Crowdfunding campaign to raise money for the 1 Million Women App

I lead this successful crowdfunding campaign on the Start Some Good platform to raise money for the 1 Million Women App (now in development).

As the project manager I wrote the content, designed the graphics, formulated the rewards for pledging, executed the digital roll out along with my team, and liaised with the Start Some Good team along the way.

We we're successfully funded and reached our stretch goal of $40,000. We had 242 supporters.

Producer:

Reef In Danger video campaign

I produced this video campaign for 1 Million Women about protecting the Great Barrier Reef for future generations. Top Australian model and Environmental Scientist Laura Wells starred in the campaign. 1 Million Women crowd-sourced funding to make this unique animated video highlighting the environmental devastation of the Reef due to climate change and other threats. It has garnered:

25,000 views on Youtube

119,000 views on Facebook

Teaching:

Instructor - Digital Marketing for Non-Profits Workshop

After working in Digital Marketing within the non-profit space I became extremely passionate about sharing everything I've learnt and helping other non-profits to increase their potential by using digital marketing strategies. I formulated a 1-hour workshop to help other non-profits take their digital marketing efforts to the next level. It's a beginner focused workshop for those just starting out in digital marketing, or for experienced people who would like to refocus their non-profit's current digital efforts.

My workshop focuses on these key areas:

  • Defining digital marketing and why it's important
  • Digital marketing strategy
  • Knowing your audience
  • Cost-effective digital tactics
  • Analytics and why you need to measure everything
  • Which channels are right for you
  • Telling your story

I've been delivering my workshop at General Assembly in Sydney. My next goal is to put together a more in-depth 2-hour workshop.

Writing Example: Opinion Piece

H&M’s 'World Recycle Week' Is Not A Noble Initiative

British rapper M.I.A launched a new song called 'Rewear it' earlier this week in collaboration with H&M. The purpose of the track is to create buzz for H&M's new initiative 'World Recycle Week', running from April 18 to 24. The week is being dedicated to collecting at least 1,000 tonnes of unwanted garments for recycling in H&M stores.

“The idea is simple: Bring your unwanted clothes (from any brand, in any condition) to your nearest H&M store. H&M will recycle them and create new textile fibres, and in return you get vouchers to use at H&M.” - H & M

On paper it sounds like a good campaign to save unwanted clothes from being thrown out and ending up in landfill (which is a huge environmental problem). However, the campaigns credibility is paper thin.

It's impossible to ignore the dates that H&M has chosen for their promotion disguised as a recycling initiative. If you're plugged into sustainable and ethical fashion issues, you might be aware of Fashion Revolution Week taking place over the exact same dates (18-24 April). It coincides with April 24, a day that three years ago 1,134 people died at Rana Plaza in Bangladesh making clothes for the high street. H&M is one of the world's largest producers of garments in Bangladesh.*

On April 24 every year, Fashion Revolution brings people together from all over the world to transform the fashion industry so nothing like Rana Plaza ever happens again. Orsola de Castro, co-founder of Fashion Revolution said:

“This week, of all weeks, H&M should be working in solidarity with the rest of us to mark the anniversary of the Rana Plaza tragedy. It should be a time for us all to honour garment workers, those who have died in all industrial tragedies in the garment industry and those who are still suffering in the fashion supply chain today.” - Orsola de Castro
Image UN Photo/Kibae Park

Furthermore, only a small fraction of the 1,000 tonnes of clothing H&M want you to bring back will be turned into new textile fibres as claimed.

As detailed by Fashion Revolution, "Most clothing is made from a blend of different materials: cotton and polyester, wool and acrylic, silk and elastane, etc. The technology does not yet exist to be able to recycle blended fibres from reclaimed clothing."

Fashion Revolution called out H&M on these issues and the misleading language surrounding World Recycle Week and received this response: "...we do not have the intention to build this particular week as a recurring (sic) World Recycle Week in the future" and also offered to choose another week if they did continue the campaign in the coming years.

H&M may do more than other fast-fashion retailers when it comes to social and environmental issues, but they haven't been upfront with this campaign on the fact that just a small fraction of the 1,000 tonnes would be recycled into new textile fibres.

Plus, they're promoting more fast-fashion consumption amongst their customers in the process by offering H&M vouchers for taking part. This seems at odds with a campaign about reducing fashion waste resulting from overconsumption and throwaway culture.

Image: True Cost film still

Another issue is the connection made in H&M's music video between individual action (such as recycling clothes) as a solution to climate change.

Taking action on climate change in one's everyday life is a wonderful way to be a part of the solution. However, the message is misconstrued in this video because at the end of the day this campaign is essentially saying 'now that you've recycled you can go and buy more'.

The fashion industry is the world's second-largest polluter right behind the oil industry. What we need to do to stop runaway climate change is consume less in the first place.

M.I.A. has applauded her partner H&M for this initiative even if they get criticised for it in the process.

"If all [H&M] do is go and inspire another high-street brand to get in on caring and being conscious, or if H&M gets criticized for any of their factory processes, these are all good things." - she told Vogue

I agree that shining a light on fast-fashion is a good thing. That's why organisations like Fashion Revolution, but one can't help but question H&M's motives behind this campaign which at the end of the day will result in more sales.

During the week of 18-24 April 2016, I'll be supporting Fashion Revolution's call to celebrate the true heroes during Fashion Revolution Week, "the people that are working invisibly to clothe you, the ones that may never get to wear, let alone consume the clothes they make for you."

Image: True Cost film still
“We want as many people as possible to question who made their clothes, from the thread linking the garment to the machinists who sewed it, all the way down to the farmer who grew the cotton” - Kendall Benton-Collins, Fashion Revolution Committee Member

Take the time during Fashion Revolution Week to think about what's in your wardrobe. If you have clothing going unworn could you do something other than get rid of it? You could swap it with a friend who will appreciate it more, or perhaps you could alter it so that you can use it in a different way?

And finally, if you do go into H&M to recycle clothing, please make sure you bring up the issues identified in this article.

*http://fashionrevolution.org/lets-celebrate-the-true-heroes/

Writing example: How-to

[How to] Make Your Own Vegetable Stock Using Kitchen Scraps

Making your own vegetable stock or broth is an easy way to save kitchen scraps from becoming food waste.

I've been saving my food scraps in the freezer for a couple of weeks now. Onion skins, celery hearts, celery leaves, spring onion ends, corn husks, and more.

Turns out these food scraps are not so scrappy after all and can be used to flavour a simple veggie stock or broth.

Do you broth or stock?

Veggie broth is seasoned, whereas veggie stock is not. That's the only difference. The following recipe can be used for both vegetable broth or stock. To make stock, skip adding salt and pepper at the end.

Base ingredients

Your starting point to make a balanced veggie broth or stock is; onions (or a member of the onion family), celery, and carrots. From there you can tailor your broth to what you're going to be using it for. This is where the veggie scraps come in.

Why should you use kitchen scraps?

Using vegetable peelings, stalks, and leaves can be a great way to save money and avoid wasting food. When we throw away good food, all the nutrients and energy that went into producing it are lost. It's against all logic to waste food in a world where food insecurity and starvation is a reality for many.

Collect your scraps in a container, freeze them, and when you have a few cups worth make broth.

There are so many different scraps you can save. Here are some ideas from the Kitchn:

Vegetables to use: Onions, carrots, and celery are the key ingredients in vegetable stock, but many other vegetables can add depth and flavour. Wash and save roots, stalks, leaves, ends, and peelings from vegetables such as leeks, garlic, fennel, chard, lettuce, potatoes, parsnips, green beans, squash, bell peppers, eggplant, mushrooms, and asparagus. Corn cobs, winter squash skins, beet greens, and herbs like parsley and coriander are also good additions.

Vegetables to avoid: Scraps from the following vegetables are better off going into the compost bin, as their flavours can be too overpowering: cabbage, brussels sprouts, broccoli, cauliflower, turnips, artichokes.

Spoiled vegetables: Although stock is a great way to use veggies that are wilted or slightly past their prime, be sure not to use produce that is rotten or mouldy.

Note: Beetroots and onion skins will turn your stock red or a yellow/brown, so as long as you don't mind this, feel free to use them.

I made the mistake of using kale stems once, which come from the same family as broccoli. My stock turned out quite bitter. You would probably be better off using kale stems in this delicious pesto.

Close the loop

Since we are making vegetarian stock, you can still compost the vegetables after straining out the stock.

Ingredients

1 tablespoon olive oil

5 cloves garlic, minced

2 large onions, chopped

3 ribs celery, chopped

3 carrots, chopped

8 cups water

Frozen vegetable scraps (2-3 cups is a good amount)

2 bay leaves

A few sprigs of parsley and thyme

Salt and pepper to taste (omit these if you're making stock)

Instructions

Heat the olive oil in a large stockpot over medium heat.

Add the garlic, onions, celery, and carrots. Cook until softened, about 5 minutes, stirring often.

Add the water, frozen vegetable scraps, bay leaves, parsley, and thyme.

Reduce heat to low and simmer, partially covered, for 45 minutes.

Pour the broth through a fine mesh strainer into a large heat-proof bowl or pot; put solids aside (can compost these later).

Once the broth has cooled, transfer it to airtight plastic containers and store it in the freezer.

Tip: Freeze in smaller portion sizes so you don't need to thaw everything each time you need broth. Even ice cube trays can be used.

Writing example: Listicle

Six Facts About Water, Gender, and Climate Change

Water is fundamental to life. It is vital for more inclusive and sustainable development.

Image: CJTF-HOA (Combined Joint Task Force - Horn of Africa) photo by Senior Airman Lael Huss

Many developing countries are in water stress hotspots and likely to be hit hardest by climate change. At the same time, demand for water is soaring especially in emerging economies where agriculture, industry, and cities are developing at a fast pace. Furthermore, women (and girls) perform most unpaid water fetching work around the world.

Here are six facts about water, gender, and climate change that show just why water stands at the heart of the new 2030 Agenda for Sustainable Development.

663 million people don't have access to safe drinkable water - that's approximately 1 in 10 people

Between 2011 and 2050, the world population is expected to increase from 7.0 billion to 9.3 billion (UN DESA, 2011). Food demand will rise by 60% in the same period (Alexandratos and Bruinsma, 2012).

The OECD's 2012 Global Environmental Outlook's Baseline Scenario projects increasing strains on freshwater availability through to 2050. An additional 2.3 billion people are expected to be living in areas with severe water stress, especially in North and South Africa and South and Central Asia. Another report predicts the world could face a 40% global water deficit by 2030 under a business-as-usual scenario (2030 WRG, 2009).

Image: Sacca

Agriculture accounts for roughly 70% of total freshwater withdrawals globally

And, for over 90% in the majority of Least Developed Countries (LDCs) (FAO, 2011a). Without improved efficiency measures, agricultural water consumption is expected to increase by about 20% globally by 2050 (WWAP, 2012).

The effects of climate change are first felt through water – through droughts, floods or storms

The 5th assessment of the Intergovernmental Panel on Climate Change (IPCC) projects that for each degree of global warming, approximately 7% of the global population will be exposed to a decrease of renewable water resources of at least 20% (Döll et al., 2014; Schewe et al., 2014).

Several studies estimate that by 2050 between 150 and 200 million people could be displaced as a consequence of phenomena, such as desertification, sea level rise and increased extreme weather events (Scheffran et al., 2012).

Hanoi flood, 2008. Image: haithanh

Three out of four jobs that make up the entire global workforce are water-dependent

The farming, fisheries, and forestry sectors alone - which are among the most heavily water-dependent - employ nearly one billion people.

Climate change exacerbates the threats to water availability and will inevitably lead to the loss of jobs in certain sectors. The transition to a greener economy and the emergence of green technologies can generate positive shifts in employment and create opportunities for decent jobs.

Women (and girls) perform most unpaid water fetching work, often spending up to 6 hours each day collecting water

About three quarters of households in sub Saharan Africa fetch water from a source away from their home (UNICEF/WHO, 2012) and 50% to 85%of the time, women are responsible for this task (ILO/WGF, n.d.).

Women have traditionally been the primary custodians of collecting and managing domestic water, yet, they have been consistently excluded from entering the sector in a professional or technical capacity.

With the same access to productive resources as men, including water, women could increase yields on their farms by 20–30% and lift 150 million people out of hunger. Reductions in time spent collecting water have also been found to increase school attendance, which in turn increases the independence and opportunity for girls and women.

A woman is filling a bowl with a dirty, undrinkable water at Boromata's well in Sudan. Image: hdptcar

Sustainable urban development is an opportunity for water source diversification

The use of rainwater harvesting, green roofs and other green infrastructure is gaining interest in some urban environments. This has a direct impact on reducing water consumption, in addition to reducing flood risk through increasing and decentralising storage, reducing energy consumption through evaporative cooling, and improving the urban environment.

Resources:

The United Nations World Water Development Report 2016 : http://unesdoc.unesco.org/images/0024/002440/244041e.pdf

Water & Gender, UN Water: http://www.unwater.org/fileadmin/user_upload/unwater_new/docs/water_and_gender.pdf

Writing example: SEO optimised for keyword 'bicarb soda'

How to care for your hair with bicarb (baking) soda

Meet bicarb soda: your new best friend in the shower

Bicarbonate of soda, baking soda, baking powder… just a heap of different names for the same thing?

The short answer is no.

Here's the long answer. Bicarbonate of soda and baking soda are the same thing. In Australia, we mostly refer to it as bicarbonate of soda, but overseas and especially in America, it is referred to as baking soda. Baking powder on the other hand is not the same as bicarb/baking soda, as it has an acid added to it. Baking powder is not interchangeable with bicarb soda either. Now that's out of the way.

What exactly is bicarb soda?

Sodium bicarbonate, aka good ol' bicarb soda, is a naturally occurring white solid that you usually encounter in powder form.

Bicarb soda has long been used for domestic and personal hygiene purposes. It's had somewhat of a resurgence in popularity as people become more aware of the sometimes harmful ingredients in the everyday products they buy. Products in your kitchen, laundry, and bathroom cupboard are more than likely to contain a number of chemical ingredients that will end up being washed down the drain and into local waterways, or leeching into the ground in your garden. This is bad news for the plants and animals that rely on pollution-free water and soil to thrive. Not to mention the effects such chemicals might have on personal health.

How you can use bicarb soda for natural hair care

You may have heard about the growing movement of people who don't wash their hair? Well not with conventional products. Many people are choosing to leave store bought products on the supermarket shelves and use natural alternatives like bicarb soda instead.

Give it a try. You will need:

A squeeze bottle (why not repurpose an old shampoo or conditioner bottle, since you won't be needing them anymore)

Bicarb soda

Water

Start by mixing 1 part bicarb soda with 3 parts water. I have long hair and mixed about 4 tablespoons of bicarb soda with 3 times that amount of warm water in a squeeze bottle. Leave a little space at the top so you can shake it all up to mix it together well.

Apply it in the shower directly onto your scalp. It's not going to foam like traditional shampoo but you will get used to that.

Rub it in and let it sit for about a minute before rinsing well. It's a good idea to try and keep the bicarb soda mixture to your scalp level. Don't apply it root-to-tip as it can be rather drying.

What about conditioner?

After washing and rinsing with the bicarb soda mixture, you'll want to apply an apple cider vinegar rinse.

Mix 1 part apple cider vinegar with 4 parts water. I also add a drop or two of rosemary essential oil to mask the vinegar smell. You can make a big batch of this in a glass bottle and keep it in the bathroom for future washes.

Tilt your head back, close your eyes (to avoid getting this mixture in your eyes) and distribute through your hair. Leave it for a minute then rinse out.

That's it.

Bicarb soda shampoo and apple cider vinegar conditioner may not work for everyone. We all have different hair types (and my curly haired friends have been very reluctant to give this a go). Experiment and see how it works for you.

Campaign graphics:

All graphics created using Photoshop.

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