Cork 1920 | The Burning of a City

Kicking off a landmark centenary year for Cork and its role during the War of Independence, in collaboration with creative/production agency bigO, I undertook the mammoth feat of putting the Rebel City’s story into words for the interactive exhibition, Cork 1920: The Burning of a City.

Hosted by historic venue and client, St Peter’s Cork, this year-long exhibition uncovered thought-provoking stories, archival material, rare photographs and compelling witness statements surrounding an unprecedented chapter in the city’s history. 

A spotlight on history

A hugely tumultuous year in Cork City’s lifespan, 1920 was the second year of the War of Independence. It saw two Lord Mayors die tragically, martial law imposed and the British Crown forces’ image of invincibility wane. A shocking end to an already tension-filled year, 1920 came to a head with the devastating burning of the city on 11 December, which saw British Auxiliaries burn acres of the city centre, destroying lives, homes and businesses. The burning of Cork is considered the most extensive single act of vandalism during Ireland’s nationalist struggle.

Through months of meticulous research, my role was to devise the exhibition’s narrative, consider which elements would best resonate with its audience, remain faithful to history and craft copy that would leave a lasting impact on the reader while seamlessly fitting the context in which it would be absorbed.

Via panels of carefully-composed copy, photography and an array of audio-visual material and video, the exhibition’s aim was to shine a spotlight on the Cork of 100 years ago and the arduous struggles its people faced.

Powerful stories told with punch

On entering the space, the visitor’s first interaction with the content was through a freestanding, LED-illuminated introductory panel. This panel grounded the whole exhibition, giving much-needed historic context from the outset. With so much information to grasp before the timeline of the exhibition even unfolded, this panel had to give a snapshot of Cork’s palpable powder keg atmosphere in 1920 and pique the visitor’s curiosity.

A series of hanging muslin panels, displaying foam boards of compelling text, evocative quotes and arresting imagery then guided the visitor through the space. Essentially acting as soft walls that contained the visitor and focused their attention on the content before them, the muslin panels created a pathway through the space.

To effectively tell the complex Cork 1920 story in a way that would engage and impact the visitor, the hanging panels were grouped into thematic chapters. This allowed us to chronologically detail exactly what the visitor needed to have understood about Cork’s political climate, local life in 1920, Ireland under colonial rule and the major players in the War of Independence.

All of this needed to be understood before they reached the climax of a five-acre city-centre arson attack at the hands of British forces.

The panel text needed to be concise, engaging, apolitical but dynamic and of course, include the odd cliff-hanger. I strategically crafted this content after much research and generous access to University College Cork’s Special Collections Unit and its many witness statements, handwritten documents, rare publications, historic reports and more. 

Panel text needed to be concise, engaging, apolitical but dynamic and of course, include the odd cliff-hanger

Exceptional and rarely-seen photographs were curated from collections courtesy of Cork Public Museum and lauded Cork historian Michael Lenihan. With the hanging panels’ layout grouping powerful text, eye-catching pull quotes and captivating photographs together in batches of three or four – the visitor couldn’t fail to be immersed in the story woven around them, the three types of content working in impactful tandem.

Bringing history to life

To better translate the scale of one Cork figure’s global impact, a map of the world was created and spanned across one of the space’s walls. I then wrote batches of short, punchy text to pepper the map with, detailing the impressive reach of Lord Mayor Terence MacSwiney’s influence on the likes of America, India, South Africa and beyond. 

Audio-visual experiences

With so much information to present the visitor with, the exhibition team decided that some of the more compelling elements deserved standalone presentations. Two bespoke audio-visual boxes were designed to display immersive video content to really transport the visitor into certain chapters of the Cork 1920 story.

For the video, A Night to Remember, 11 December 1920, we selected choice audio and testimonies from the very people who witnessed the burning. Coupled with powerful text overlay and arresting archive footage, this video immediately transported the viewer to that fateful night.

The Rebel Women video script started life as panel copy but was later streamlined into dynamic video text, elevating the pursuits and risks taken by Cork’s daring women.

A companion piece for the exhibition, I also scripted a social media video commemorating the centenary of Lord Mayor Tomás Mac Curtáin’s death.

To highlight the role of the women of Cork in 1920, I wrote a 3,500-word feature for the Irish Examiner. The piece was printed in the paper’s commemorative centenary supplement in March 2020.

For media coverage of the exhibition’s opening, see Cork Beo and The Irish Times.

Great Lighthouses of Ireland

An all-island tourism initiative, Great Lighthouses of Ireland is the consumer-friendly face of the country’s coastal guardians, Commissioners of Irish Lights.

Copywriting, Content & Campaign Management

Since 2015 I’ve been copywriting, content managing and curating content campaigns for this evocative lighthouse brand. Showcasing the visitor experiences and overnight accommodation options on offer to consumers across its 14 lighthouses/lighthouse attractions, through inspiring content I cast the spotlight towards these coastal beams.

The website’s countless stories have delved into everything from the duties of lightkeepers back in the day, to just where you can fill your social feed with like-worthy snaps.

Content campaigns have included the NI Heritage Lottery Fund ‘Legends of the Lighthouse‘ film bursary, a charity storybook initiative, an online Christmas shop in the wake of COVID-19 and the unprecedented Young Storykeepers writing initiative.

Young Storykeepers

In May 2020, Great Lighthouses of Ireland and Fighting Words asked children and young people to create lighthouse-inspired stories during COVID-19 lockdown. I devised the Young Storykeepers content campaign which ran across the website and its social channels from May – December 2020. I crafted strategic social posts and curated bespoke landing pages and imagery for the content, including video assets, to live on.

I also managed the creation of print assets launching the initiative in the Irish Times, curated the imagery for a free downloadable colouring book, selected and sourced all the campaign imagery.

This campaign helped garner over 1,200 children’s submissions – resulting in a five-volume digital magazine showcased on the site.

Online Christmas Shop

I curated and created a bespoke landing page and individual offers for the website’s online Christmas shop in 2020. This showcased products and experiences available to buy from the brand’s partners despite the COVID-19 lockdown in place.

A series of strategic social posts were devised for promotion

Online shop landing page

Creative Ireland | Cruinniú na nÓg

Ireland is the first, and only, country in the world to have a national day of free creativity for children and young people under 18.

Under the Government’s Creative Ireland initiative and in partnership with the country’s 31 local authorities and RTÉ, this annual creative day – Cruinniú na nÓg – sees thousands of parents, families and young people enjoy a variety of fun, free, creative activities nationwide.

As a member of the creative content team for the Cruinniú na nÓg 2019 campaign, I was tasked with shining a spotlight on this national day of youthful creativity through copywriting, website and social media management.

Getting creative with content

Taking the idea that if you can’t see it, you can’t be it, the campaign amplified this message by placing young people and recognisable ‘Creative Heroes’ together in a series of social outputs, TV ads, social posts, articles, Instagram takeovers and photography.

For the Cruinniú na nÓg website, I wrote 15 articles (such as What’s on in Leinster, 12 Unmissable Events) previewing the day and driving user engagement, and drafted hundreds of unique event listings to boot.

I also profiled up and coming creatives like theatre-maker Dylan Coburn Gray, slam poet Natalya O’Flaherty, illustrator Cathal Duane and inclusive enterprise Izzy Wheels; in a revealing Creative Q&A series.

With children at the heart of the initiative, the campaign featured three young people as Creative Ambassadors. I showcased their creative habits and personal inspiration with short biographies on the website.

Showcasing on social

Part of the social team strategising the showcase of Cruinniú na nÓg’s web content and video outputs, I helmed the social management tool Falcon for a month-long awareness and engagement campaign.

A series of stylin’ social posts were shot and posted, like these ones featuring designers Nuala Goodman and Helen Steele. 

Throughout the big day itself, I manned Creative Ireland’s Twitter account, live posting the video and imagery the campaign team were capturing in real time nationwide. These enthusiastic, reactive posts generated great user engagement and helped #CruinniúnNaÓg, #CruinniúToCreate and #MyCruinniú trend on Twitter all day.

The campaign was a massive success. In 2018 (which I had also content managed) there were 500 events registered on the website. In 2019, that number had grown to 780 – an increase of 56%. In total, the campaign’s content saw 1,350,708 completed video views across the website and social channels – an increase of over 600% on 2018’s views of 231,601.

On the event day itself, #CruinniúNanÓg trended on Twitter and audience participation was up 10% on the previous year 

Cruinniú na nÓg, as well as a number of other Creative Ireland initiatives, also contributed to the programme being shortlisted as one of Europe’s most innovative citizenship projects at the prestigious European Innovation in Politics Awards in Berlin.