Episode 10 - Antonia May Cross, Revolving Doors

Is public apathy an insurmountable barrier, or a self-fulfilling prophecy? In this episode, Antonia May Cross, Director of Communications and Campaigns at Revolving Doors, challenges the "Cinderella Cause" mindset that plagues the charity sector. From her unconventional start - entering the sector after being expelled from school - to winning a national Times Christmas Appeal, Antonia shares how data, optimism, and strategic humility can transform "difficult" social issues into high-impact movements. Whether you are an aspiring comms lead or a seasoned Director, this is a masterclass in moving from functional outputs to strategic outcomes. In this episode, we cover: The Untraditional Path: Navigating a career in comms without a degree and the power of lived experience. Modernising the Sector: Moving from physical Rolodexes to a digital-first strategy.  "The Little City That Can": Why optimistic, hyper-local campaigns beat national stigmatising tropes. The Data-Led Pitch: How to partner with national news desks (The Times & Sunday Times) to drive systemic change. Defeating the "Cinderella Cause": Why comms leaders must be proactive, not reactive, to media narratives. Leadership & Empowerment: How to build autonomous teams and create space for "crazy ideas."