After working in Radio PR, I took a career detour and worked in Disaster Relief in the Caribbean. I was aware of the climate crisis, but helping Island Communities prepare for life-threatening hurricanes certainly woke me up to the reality. In 2008 I set up Media Bounty, a leading ethical creative and media agency that works with brands that want to make a difference. In 2018, I co-Founded the Conscious Advertising Network (CAN). CAN is a voluntary coalition of over 150 organisations set up to ensure that industry ethics catches up with the technology of modern advertising.