In 2008 I took a Copywriting for Advertising professional training course at the London College of Communication (formerly the LCP), run by copywriter Phil Woodford. Over three intensive days we covered writing copy for advertising and DM, culminating in a number of rapid concepting exercises involving a selection of real-world clients.
I threw myself into the final project, an integrated campaign concept for the charity SolarAid, producing both digital and direct solutions including copy and scamps. Highlighting the importance of bringing safe and renewable energy to rural communities in developing countries, I focused on the problems experienced by and benefits brought to one child. Pulling the cord would reveal the child at a desk, writing the very letter the recipient was reading, with the top of the pull cord transforming into a cable with a light bulb at the end. Your financial help could literally “switch on” the light.