In our latest episode of The Comms Collective, I sat down with Sascha Gill-Chugh, Communications Manager at CAMFED, to unpack a career that has been anything but linear. From a law degree to leading award-winning global campaigns, Sascha is on a mission to change how the world sees international development.

The Pivot: When Corporate Law Isn’t Enough

Sascha began her journey in law, but quickly realised that while she loved the research and writing, the private sector lacked the “soul” she was looking for. After the 2020 travel industry collapse, she leaned into the pivot, earning a Master’s in International Development from SOAS to bridge the gap between world-class comms skills and social impact.

Key Learnings: What We Unpacked

We didn’t just talk about career ladders; we talked about dismantling systems. Here are the three biggest takeaways from our conversation:

• 1. Decolonising the “Helpless” Narrative: The aid sector has deep colonial roots that often perpetuate an “us and them” dynamic. Sascha advocates for shifting away from “flies in the eyes” imagery toward stories of empowerment. Research shows that empowering stories perform just as well for fundraising while being infinitely more sustainable and ethical.
• 2. The Power of Creative Strategy: In the “Crime Not Compliment” campaign for Plan International UK, Sascha’s team used diverse graphic illustrations instead of photography. This prevented “viewer fatigue” and ensured broad representation, ultimately helping pass the Protection from Sex-Based Harassment Bill.
• 3. The “Smile File” and Self-Advocacy: As a woman of colour in a field where performance doesn’t always guarantee promotion, Sascha shared her secret weapon: the “Smile File.” It’s a dedicated record of wins and positive feedback she uses to advocate for herself and her team during tough performance reviews.

The Highlight: 20 Million People Reached

A major standout was the “Refugees Are Changemakers” campaign for the IRC. By translating complex humanitarian messages into “brand-first” content for 40+ corporate partners (including Pfizer and Duolingo), Sascha and her team reached over 20 million people and won an Anthem Award. It’s proof that when you meet partners where they are, the impact is exponential.

Listen to the full episode

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