Henry Parnell

Vision Australia — Puppy Caring Meta Creative

ACQUISITION: This brief came in with a one day turn around. A new partnership had been secured with AFL legend Brayden Maynard and we knew we needed to make the most of it before our campaign went live. We successfully delivered a fun range of ads overnight using footage of Brayden and a handful of footy puns. The campaign proved effective at acquiring more people to act as puppy carers (people who care for future guide dogs).

CBM — Save Sight Appeal Meta Creative Short

ACQUISITION: Children going needlessly blind is tragic — but by showing positive outcomes, we could successfully break away from 'compassion fatigue' and turn a tragic situation into an uplifting story. Our ads showed real children and positioned the viewer as the missing piece of the puzzle in helping restore their vision — as well as their hopes and dreams.

ChildFund Australia — Swipe Safe Campaign

ACQUISITION: Our brief was simple; to create a social campaign aimed at parents, encouraging them enrol their kids in an online safety course. Initially, we created four groups of ads, each focusing on a specific online threat, helping us to discover which online threat parents were most afraid of. From there, we could confidently double down, producing more creative focusing on that issue and putting more money behind our placements.

WISE Employment — Employment Support Campaign

ACQUISITION: This campaign won 'Acquisition Campaign of the Year'. People with disabilities aren't one homogenous group, that's why in this campaign we ensured we spoke to people as the individuals that they are. Without big money to spend, we developed highly targeted messaging for different groups of job seekers. Once we found what worked, we scaled the creative up and spent more. The creative is simple, but effective. It makes people facing a specific barrier feel seen and offers them a...

ChildFund Australia — Swipe Safe Campaign

ACQUISITION: Our brief was simple; to create a social campaign aimed at parents, encouraging them enrol their kids in an online safety course. Initially, we created four groups of ads, each focusing on a specific online threat, helping us to discover which online threat parents were most afraid of. From there, we could confidently double down, producing more creative focusing on that issue and putting more money behind our placements.

WISE Employment — Employment Support Campaign

ACQUISITION: This campaign won 'Acquisition Campaign of the Year'. People with disabilities aren't one homogenous group, that's why in this campaign we ensured we spoke to people as the individuals that they are. Without big money to spend, we developed highly targeted messaging for different groups of job seekers. Once we found what worked, we scaled the creative up and spent more. The creative is simple, but effective. It makes people facing a specific barrier feel seen and offers them a...

CBM — Save Sight Appeal Meta Creative Long

ACQUISITION: Children going needlessly blind is tragic — but by showing positive outcomes, we could successfully break away from 'compassion fatigue' and turn a tragic situation into an uplifting story. Our ads showed real children and positioned the viewer as the missing piece of the puzzle in helping restore their vision — as well as their hopes and dreams.

ChildFund Australia — Swipe Safe Campaign

ACQUISITION: Our brief was simple; to create a social campaign aimed at parents, encouraging them enrol their kids in an online safety course. Initially, we created four groups of ads, each focusing on a specific online threat, helping us to discover which online threat parents were most afraid of. From there, we could confidently double down, producing more creative focusing on that issue and putting more money behind our placements.

UNHCR — Journeys Newsletter

Journeys is a quarterly newsletter to donors from the UN's refugee agency, UNHCR. Each issue provides a balance of feedback to the donor on what their money has helped achieve, updates from ongoing refugee crises around the world, and ways they can continue to help save lives. I have also included the accompanying letter I wrote from the perspective of UK for UNHCR's CEO, which introduces this edition of Journeys.

Sense — Early Years Support Appeal

For this job, I wrote the main appeal letter from the perspective of Elliot's (a child who is deafblind) mother. It's challenging to replicate the voice of someone in such a unique situation, but if done correctly, it can be extremely emotive. Elliot has been the face of Sense for many years and some donors may have seen him in many previous appeals — this was a great opportunity to reinforce to old and new donors alike the power of consistent giving on a child's life.

Beyond Blue — Christmas Campaign

As the lead copywriter for this appeal, I developed the 'journey' concept and wrote the entire DM pack. The concept honours Tash's complex journey with mental health and leads the reader to reflect on how they can help prevent other people's journeys ending in tragedy. This became BYB's highest grossing Christmas campaign ever.

The University of Nottingham — Scholarships Appeal

This DM pack mailed to alumni of UoN with the aim of generating funding for student scholarships. I've also included the lift piece which I wrote from the perspective of a scholarship recipient.

The Kids' Cancer Project — Your Cancer Project

When you donate to a charity, you don't get a product in return — you get a feeling. Without sufficient communications feeding back to donors about what their gifts do, it's easy for them to feel as if they're just throwing money away and eventually, they'll stop. Newsletter style feedback campaigns like this one are not only an incredibly effective retention tool, they also frequently generate more income than regular donation campaigns.

Depeche Golf — Golf-less in Sri Lanka

Depeche Golf — Not All Caddies Are Created Equal

EDITORIAL: What use is a caddy to the average hacker — a 13 handicap like me? At Barnbougle Dunes, a world top 100 golf course on the north eastern coast of Tasmania, I paired up with the charismatic Bullet to find out.

Greenpeace — The UK's Big Dirty Plastic Secret

EDITORIAL: This insert for Greenpeace was featured in around a dozen UK newspapers and magazines. The brief was to create an editorial-style exposé of the UK government's shady handling of plastic recycling and motivate the reader to take action by donating.

Fragile 4x4 Driver Demands Thanks From Pedestrians For Obeying Law

EDITORIAL SATIRE: HENRY PARNELL | Motoring | CONTACT Betoota Heights real estate agent and Audi Q8 owner, Mitchell Finely has today reached his limit with pedestrians using zebra crossings and not thanking him for the favour he is so kindly doing them by stopping. Speaking shortly after a twenty-something clutching a flat white, sporting activewear and leading a comically small labra-cocker-pug-a-poo [...]

Tracks Magazine — Weekend Read: How To Be An Unconscious Kook

EDITORIAL SATIRE: So long as you think you're ripping nothing else matters.

The Salvation Army — Give a New Beginning This Christmas

TVC: I was one of two copywriters on The Salvation Army's 'Give a New Beginning' Christmas campaign, which won 'Campaign of the Year' at the 2025 Australian Marketing Institute awards, and was shortlisted for the 'Mumbrella Award for Insight' at the 2025 Mumbrella Awards in Australia.

Alzheimer's Society — Press Ad

PRESS AD: Using Alzheimer's Society's 'Not Forgotten' proposition, this press ad which featured in several national newspapers and magazines, was aimed at generating new legacy gifts (pledges to the charity in people's Wills).

Freedom From Torture — Humanity Not Hostility

COLLATERAL: Creating a campaign for a humanitarian charity in the midst of the Ukrainian war was tricky — especially when the charity doesn't directly benefit Ukrainian refugees. This poster was an incentive sent to donors; with it, we aimed to subliminally play on the idea that *all* refugees deserve our help, even if they're not the ones currently making headline news.

Sincerely Yours — Brand Guide

BRAND: Sincerely Yours is a startup founded by Krista Monson, an ex-stage director for Celine Dion and ex-creative director for Cirque du Soleil. The company aims to preserve the lives of people's loved ones through a digital memoir, that is, an expertly curated personal documentary style video.

The Kids' Cancer Project — Brand Guide

BRAND: A comprehensive refresh of The Kids' Cancer Project brand was necessary to modernise the look and feel of this beloved charity — however, it needed to be low-touch enough as to not alienate the existing donor base or entirely reinvent the charity. The result is a fresh and fun brand bible that stays true to the charity's roots, with easy to follow verbal and visual guidelines for future employees and partners alike to use.