Module 1

Impactful Copy & Content Craft

Write like you mean it: 
Master impactful copywriting using AI-assisted tools while maintaining human insight and ethical responsibility.

This course provides a repeatable framework for conceptualizing and pitching successful campaigns.
You'll develop the crucial mindset of a modern copywriter, mastering creative resilience and confident pitching. And delivering a purpose-driven, portfolio-ready campaign with strategic and social impact!

Instructor: Chiara Jaumann

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Duration

10 weeks
1 session per week

Tools & Ressources

Collaboration & Presentation Tools
Google Slides, Canva – for campaign deck creation

AI Tools
ChatGPT, Jasper AI, Copy.ai, Writesonic, Grammarly GO, Frase 

Big Idea Development Frameworks
Step-by-step guides to generate, test, and refine ‘big ideas’ before moving to copywriting. 

Growth Mindset Exercises Tools and prompts to help students embrace feedback, reframe failure, and develop resilience (e.g., journaling prompts, reflection templates).

Storytelling & Narrative Building Tools and exercises for structuring stories and emotional arcs in copy, exercises to explore different brand voices.

Course Overview

This course explores how creative copywriting can become a powerful ally for emerging creatives, communicators, and strategists. Students will master the art of writing impactful copy, enhanced by AI-assisted tools, learning to use them as valuable assets while maintaining human insight, emotional intelligence, and ethical responsibility.

Equally important, students will build the mindset of a modern copywriter — developing skills like creative resilience, constructive self-critique, how to navigate feedback and egos, and how to sell ideas with confidence in complex environments.

In the second half of the course, students will respond to a live brief from a real NGO, working in teams to develop a purpose-driven campaign that combines copywriting craft with strategic thinking and social impact.

The course culminates in a final presentation to guest judges or the client themselves — giving students tangible, portfolio-ready work and industry-relevant experience.

By the course's end, students will have a repeatable framework for conceptualizing, writing, and pitching campaigns that work across agencies, NGOs, brands, and freelance projects. 

Learning Outcomes

  • Build a repeatable creative process — from first idea to final presentation — using both analogue and AI-assisted tools.
  • Write compelling, on-brief copy across formats (headlines, taglines, body copy, campaign messaging) tailored to audience and context.
  • Apply emotional intelligence, brand strategy, and storytelling techniques to develop resonant creative work.
  • Cultivate a growth mindset: giving and receiving feedback, navigating setbacks, and pitching ideas with clarity and confidence.
  • Understand the ethical implications of AI in creative work and use AI tools responsibly to support — not replace — human insight.
  • Work collaboratively to respond to a real NGO brief, concept a purpose-driven campaign, and present it to industry professionals or the client.
  • Leave with portfolio-ready work, a stronger creative voice, and the mindset to thrive in fast-paced agency or brand environments. 

Assessment Criteria

Weekly Assignments: 70%:
  • A mix of copywriting exercises, AI integration tasks, and creative challenges. These step-by-step assignments build your craft, allow you to experiment with tools, and develop the soft skills needed to thrive in the creative world.
Final Presentation: 30%:
  • A group campaign project responding to a real NGO brief, where you’ll pitch your big idea and copy assets to guest judges or client representatives. This is your chance to showcase everything you’ve learned—creativity, strategy, teamwork, and presentation skills. 

Career Relevance

Graduates will be equipped for roles requiring strong copywriting and creative communication fluency, such as Content Strategist, and Social Media Copywriter. You'll be ready for positions within  agencies, NGOs, and branding firms, or prepared to create your very own job ;)
Meet the Instructor

Chiara Jaumann

Chiara Jaumann is a freelance writer and concept creative with years of experience at top-ranked agencies, including HeimatTBWA in Germany.

Currently, she is a self-employed copywriter and a co-chair of the EACA Young Board.
Chiara is an energetic creative who believes advertising should be a form of art.

She is passionate about her work and strives to add purpose and meaning to every project. Her ultimate goal is to use her skills to create positive change, and if she were to open her own agency, she would prefer to work with NGOs.
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