One of my best friends once wrote a speech for her CEO that generated a $1 million donation. That's the kind of impact I strive for in my work. While media impressions are important to show how many people your message may have reached, the metrics I strive for are more concrete. Did donations increase after the campaign? Did more people subscribe to your e-newsletter? Did impaired driving rates decrease? Did you get more volunteers? Did public health tilt in the right direction?These behavioural shifts don't happen by accident ... they happen when people are motivated to take action. My passion is creating the messages and strategies that inspire positive change.