We help charities and social impact brands to attract support and do more good.


Hannah McKnight and Harold from Life Education Trust Canterbury

We believe in the power of positive storytelling for the greater good.

To positively position your charity, social enterprise or organisation for maximum impact, you need to connect with the right people in the right places, at the right time.

Building a profile, raising awareness and attracting support starts with understanding the people that are most likely to engage with your brand, what they care about and how you can best reach them – and to achieve this, you need a well thought out plan and a powerful message.

This is where we come in.

As strategic communicators, we develop communications and public relations plans that start important conversations. We create messaging that wins hearts and minds, and identify storytelling opportunities that build engaged communities of supporters.

We are skilled at understanding people, what makes them tick and how to influence them to create positive outcomes.

Our team specialises in supporting social-impact focused organisations to find their voice. Whether you’re an emerging social enterprise looking to change the world, a not-for profit with amazing stories just waiting to be shared, or a larger organisation benefitting the community, our aim is to enable you to make a bigger difference.

We enjoy working with good people who share our down-to-earth values and care as much about our community as we do.

If you’re looking for a skilled consultancy to support your organisation, project or event, we’d love to hear from you.

What we stand for


Our vision

Our vision is a connected and healthy community, where people and whānau take proactive care of their wellbeing and the wellbeing of their neighbours, supported by an ecosystem of thriving social impact organisations.

Our mission

We exist to serve charities and social impact brands, supporting them to raise their profile and expand their reach so they can maximise their impact.

Our values

  • People first: Our wellbeing and the wellbeing of all of those we interact with comes first

  • A big picture view: Thinking strategically for the best outcome for all

  • Sustainability: In how we do business and in the approaches we recommend to others

  • Giving: Pro-bono community impact as part of our core business, with a goal of 10% pro-bono hours by 2020

  • Collaboration: With clients, the people they serve and other businesses.

Introducing our team


Hannah McKnight

Lead Communications Consultant

Ko Hikurangi te maunga
Ko Waiapu te awa
Ko Horouta te waka
Ko Ngāti Porou te iwi

The Word Lab was born out of my desire to see not-for-profits, social enterprise initiatives and good brands flourish in Canterbury and beyond.

My background in public relations, communications and marketing includes working with not-for-profits, start-ups, social enterprises, and large organisations across the education, health and disability sectors. I’ve also volunteered to support charities and community development initiatives throughout my career and continue to consult pro-bono, with the aim of donating 10 percent of my time by 2020.

A unique cocktail of creativity and practicality, I enjoy pushing boundaries and working with clients to come up with out-of-the-box solutions. My strengths lie in developing and implementing communications strategies, starting conversations with people from all walks of life, and producing highly-engaging content.

I have a Bachelor of Communication in Communication Management and Journalism, with a minor in Expressive Arts, and a Postgraduate Diploma in Business and Administration, with Merit in Communication Management.

You can learn more about me on LinkedIn.


Kirsten Wick

Communications Consultant

I joined The Word Lab because I was impressed with the emphasis placed on supporting businesses doing good and not-for-profit organisations.

I have more than 15 years’ experience in communications, public relations and marketing, including ten years in-agency experience. Over this time I have worked with a wide range of organisations, including sole trader start-ups, not-for-profits, community groups and large international organisations.

My key strength is writing - from in-depth research articles to business profiles and website copy, I love the craft of story-telling.

Experience has shown me that regardless of the size, industry, type of organisation, or marketing spend, at the heart of every successful business is effective communication – crafting the right message, to appeal and engage the right people, at the right time, in the right way.

I currently work part-time as a Communications and Policy Advisor at The Canterbury Employers' Chamber of Commerce, as well as being part of The Word Lab team.

I have a Bachelor of Arts in English, a Post Graduate Diploma in Business Management, and a Bachelor of Commerce (Hons).

You can learn more about me on LinkedIn.