British Airways - Negative PR (Scandal)

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My Role:

Project Manager, Writer,  Editor, Copywriter, Marketing Consultant

Project goal:

This is an odd one. I usually decline anything that relates to negative PR: badmouthing or mud-throwing. But when an old client came to me with this story, I couldn't believe what I'm hearing and decided to make an exception. British Airways fined a family of 5, with two young children, declaring them a "no show", when their connecting flight led to a Level 5 storm. I led the project in terms of art-led copy, UI/UX positioning, writing, editing, fact-checking, and GTM strategy.

My client, Ivan, approached me with this email:

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I told him I try avoiding this type of projects. He insisted:

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We agreed on a price, and I began research, and data gathering:

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And then I got to work:

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I then guided my client and the rest of the team through my process via Loom videos

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Before I joined the team, the UI/UX was confusing, overwhelmingly colorful, had contrast issues, and the text had huge blocks without enough withespace. It was hard to scan, or skim through. Here's how it looked like:

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Then I made it reader-centric, easy to read, scan, and to skim through. I de-cluttered, edited, rewrote, and added CTAs so the project actually coverts as it was designed to--make people join the fight agaisnt BA. The results:

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My client was happy. His feedback for my work on the project:

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