In my role as CEO of Grounded Media, I am involved in the development of all overarching and integrated communications strategies, ensuring that the channels selected are the right ones for the brief; providing on-going strategic advice and input where required; and providing a high level of stakeholder engagement. In particular, I have been instrumental in leading the company to achieve its vision as an educational and developmental communications company, designing and providing information that makes a difference in the lives of people and that results in some form of behaviour change.I have been responsible for the conceptualisation, strategy and implementation of a number of communications campaigns in South Africa. Much of this work has been in the public sector and includes the South African Reserve Bank, the Expanded Public Works Programme, the Department of Arts and Culture, First National Bank, Standard Bank and International Marketing Council (IMC). More recently, Eskom, Exxaro, Legal Resource Centre.I have participated in several research projects including the production of a report for the World Bank on the role of Non Governmental Organisations in Poverty Alleviation in South Africa. I also took part in numerous evaluations for USAID and IBIS and have written, edited and published materials for the South African Ministry of Education, Department of Welfare, National Labour and Economic Institute, and INTERFUND.