A Chat with Marcomms Officer Sarah
by David Burrell, CEO
I recently had the pleasure of “turning the tables” on Primrose Hospice’s Marketing and Communications Officer, Sarah McDowall.
Whilst Sarah is adept and hugely experienced at interviewing others, she was initially reluctant to be in the spotlight!
At Primrose Hospice, the vital role of promoting our mission and connecting with our community is exemplified by Sarah. With her background rooted in creativity and a deep personal understanding of hospice care, Sarah’s journey at Primrose is as inspiring as the stories she helps to share.
From Art to Advocacy: A Passion for Purpose
Sarah’s path to marketing and communications wasn’t conventional. “I’ve always been very creative,” she explained, recalling her early ambition to be an art teacher. Her academic journey led her through art and design college and then to university to study photography. While freelance photography wasn’t her ultimate calling, the desire to channel her creativity into something impactful remained and Sarah found her niche in marketing, seeing it as a powerful way to “make a difference.”
Her blend of creative spirit and a commitment to helping others led her to Primrose Hospice nearly four years ago. Having grown up with a keen awareness of the vital role hospices play, through her mother’s work as a nurse at another hospice, Sarah knew this was where she belonged. “I knew I wanted to work for a hospice, and I knew I could make a real impact here. I have wholeheartedly enjoyed every moment of my time at Primrose so far and know there is much more to come!”
Refining the Brand
One of Sarah’s most significant achievements at Primrose has been the refinement of the hospice’s brand. When she started, the branding was somewhat disparate. Sarah recognised the critical importance of a cohesive brand for recognition and community support. “I feel like I’ve really educated the organisation about the importance of branding, especially with a charity, so that we’re recognised in the community and people choose to support us,” she explained. The positive feedback from the community and from patients and clients is a testament to the success of these branding initiatives, solidifying Primrose’s position as a cherished community resource.
The Power of Patient Stories and Collaborative Spirit
At the heart of Sarah’s role is the profound privilege of sharing patient and family stories. These narratives, collected through heartfelt conversations with individuals who have been supported by Primrose, are crucial for demonstrating the hospice’s impact and encouraging people to access our support. “The reaction that we get from the public is just amazing,” Sarah says, highlighting how these stories vividly illustrate the real difference Primrose makes in people’s lives and why its services are so vital.
Running the Distance…..a Personal Challenge
Sarah’s commitment extends beyond her professional role, as evidenced by her recent completion of the Newport marathon. Once a self-proclaimed hater of running, she discovered a passion for it during lockdown. What started as a modest 200-meter jog with her partner transformed into a deep love for running and its positive impact on her mental and physical health. The marathon, completed in an impressive sub-five hours, was a personal challenge to “prove to myself that… I can do hard things.” This monumental undertaking also served as a powerful fundraiser for Primrose Hospice, showcasing her unwavering dedication to the cause.
When asked for a theme tune for Primrose Hospice, Sarah thoughtfully chose “Don’t Stop Me Now” by Queen. This choice perfectly encapsulates the vibrant and enduring spirit of the organisation. She explained that patients and clients often arrive with trepidation, only to find a welcoming environment where they “flourish” and achieve things they never thought possible. Similarly, volunteers, initially committing an hour, often find themselves deeply engaged, dedicating their time and energy indefinitely. The song also reflects the long-standing dedication of individuals and organisations who continue to support Primrose for years, embodying a relentless commitment that truly resonates with the hospice’s mission.
Favourite Achievement… Lasting Impact
Among the many impactful projects Sarah has been involved with, one stands out as particularly special: the RHS Spring Malvern Festival Garden Project. In collaboration with local landscaping firm F.B. and Sons Lawns and Landscaping, Primrose Hospice showcased a award-winning garden at the festival, providing a fantastic opportunity to connect with thousands of people. Speaking to visitors to the show from all walks of life, many of whom had their own connections to hospice care, was a powerful experience for Sarah. The garden’s eventual relocation to Primrose Hospice, where it will become a lasting part of the grounds for years to come, fills her with immense pride. “I know that in years to come, I will want to come back and visit the garden and see how it’s progressed and see how it’s flourished,” she shares, a testament to the enduring legacy of this wonderful project.
Sarah’s role as Marketing and Communications Officer at Primrose Hospice is far more than just a job; it’s a heartfelt commitment to educating, engaging, and inspiring support for a cause she deeply believes in. Her creative vision, collaborative spirit, and personal dedication are truly the heartbeat of Primrose Hospice’s communication efforts.
Thank you Sarah for everything you do. It was a pleasure to chat with you.
