News / Through the Work

Lucy Benson, The Bloc, Copy Supervisor

Turning Emotion Into Action: Bringing the ALICE Story to Life

When Lucy Benson first joined the Head Above Water project with Working for Women, she didn’t realize she was stepping into a year-long creative journey, one that would stretch her creatively and deepen her understanding of how storytelling can drive real change.

At The Bloc, Lucy works as a copywriter, helping translate complex ideas into compelling narratives. But this project asked something different of her and her creative partner, art director Janine. The challenge was to develop a film that could capture the emotional reality facing ALICE women, women who are working hard, often in multiple roles, yet still living on the financial edge.

“We were briefed to think about how to tell a story that encompasses all the complexity and emotion of being an ALICE woman,” Lucy recalls. “And how Working for Women plays a role in helping women move forward.” 

From the earliest stages, the work felt different. The project wasn’t just about raising awareness. It was about helping audiences understand the human experience behind the data—and inspiring them to be part of the solution.

Translating Invisible Struggle Into Powerful Storytelling

In the early concept phase, Lucy and Janine explored multiple visual approaches to represent the constant pressure many ALICE women experience.

One idea centered on a tightrope walker capturing the precarious balance between work, family responsibilities, and financial stability.

But another concept quickly emerged that felt even more powerful.

“We kept coming back to the idea that this struggle is often invisible,” Lucy explains. “You could walk past someone on the street or talk to someone at work and have no idea what they’re carrying.” 

That insight led to the visual metaphor that ultimately shaped the film: a woman living inside an invisible bubble slowly filling with water.

The rising water represents mounting financial pressure. The bubble reflects the isolation many women experience when navigating these challenges alone.

“You’re surrounded by people, but you’re trapped in your own situation,” Lucy says. 

The concept captured what the creative team had been searching for, a way to visually express the emotional weight of living on the edge.

Expanding Creative Leadership Through Purpose-Driven Work

As the project evolved, Lucy’s role expanded beyond concept development.

Bringing the film to life required close collaboration with animation studios, production teams, composers, and colleagues across The Bloc. From sourcing vendors to refining creative details like music and pacing, the process pushed Lucy into new creative territory.

“It was such a unique opportunity,” she says. “We were creating something artistic and beautiful, but also something with real purpose behind it.” 

The experience also reinforced an important lesson about storytelling.

Facts and statistics are powerful tools for understanding a problem. But they rarely create the emotional connection needed to inspire change.

“Sometimes the numbers stop people at awareness,” Lucy explains. “But connecting with the story and the emotion, that’s what motivates people to act.” 

That insight continues to shape how she approaches creative work today.

How Storytelling Strengthens Empathy and Drives Action

One of the most powerful moments for Lucy came later in the process, when the team began sharing the film with audiences.

Again and again, the response was the same: people paused. Reflected. Sometimes needed a moment before speaking.

For Lucy, those reactions confirmed the film was doing exactly what it was meant to do.

“My hope is that everyone takes something different away from it,” she says. “If you’re someone living in that situation, maybe you feel seen. If you’re someone who has resources to help, maybe you feel motivated to act.” 

That ability to resonate across audiences is what makes storytelling such a powerful catalyst for change.

A single piece of work can deepen empathy, spark conversation, and open the door to new forms of engagement.

Strengthening Teams Through Skill-Based Volunteering

The Head Above Water project was made possible through Working for Women’s skill-based volunteering model, connecting professionals with opportunities to apply their expertise to initiatives that advance women’s economic mobility.

For Lucy and her colleagues at The Bloc, the project quickly became more than just another assignment.

“We worked on this together for so long that it really became our baby,” she says.

Creative, production, and strategy teams collaborated across the agency, united by a shared goal: creating a piece of work that could help others understand the reality many women face.

Projects like this also strengthen connections within organizations. Skill-based volunteering creates opportunities for employees to collaborate in new ways while contributing to something meaningful beyond their day-to-day roles.

“Everyone has something valuable to offer,” Lucy says. “And being able to use your skills to help someone else is incredibly rewarding.” 

For employers, that combination of purpose, collaboration, and professional development can have lasting benefits for engagement and culture.

Creating Work That Continues to Inspire

Now that the film is reaching audiences, Lucy describes the experience as similar to opening night after months of preparation.

“It feels like the curtain going up after a show,” she says. “You’re just so proud of it.” 

Even after a year of development and countless viewings, the message still resonates deeply.

“I was struck by the brief the first time we read it,” Lucy reflects. “And I’m still struck by it now.” 

That enduring impact is exactly what skill-based volunteering makes possible.

When employees bring their professional expertise to meaningful challenges, and when organizations create pathways for that work to happen, the result is more than a single project.

It becomes something that continues to inspire action, build understanding, and create lasting change.