PARA Foundation
who they are
what i did
PARA Foundation
Client
PR & Media Outreach
Event Promotion
Paid Media (Meta Ads)
Brand Messaging & Creative Direction
Social Media Management
Content Creation
Services
2026
Year
PARA (Palestine Australia Relief and Action) is a registered charity founded and led by Australian Palestinians, with a mission to centre, strengthen and amplify Palestinian voices, free from the barriers created by conflict and displacement. They advocate for community needs at all levels of government, facilitate financial aid and resettlement resources, and deliver community engagement activities that celebrate and preserve Palestinian culture.
problem
A Night of Healing was a candlelight event PARA needed to sell out at Collingwood Town Hall, but with a limited paid media budget, ticket sales couldn't rely on ads alone. The challenge was building awareness and urgency for the event organically, through creator partnerships and journalistic outreach, while strategically using paid spend to fill gaps.
Leading strategy and delivery for A Night of Healing, I built the campaign around the evening's centrepiece: a Gazan refugee pianist performing live, and used that story to anchor everything from creative to media outreach.
Created the event's visual identity and brand messaging
Built the campaign narrative around the pianist's story, using it to drive both social content and media pitches
Produced and posted ongoing social media content to build awareness and urgency in the lead-up to the event
Led PR outreach to news outlets, securing coverage and awareness beyond PARA's existing audience
Set up and managed paid media ads to supplement organic reach within a limited budget
Ran ongoing promotion across the campaign period, sustaining momentum through to a sold-out night
outcome
Night of Healing sold out at Collingwood Town Hall, proving that story-led PR and creator outreach can outperform paid spend alone. It gave PARA a night that raised vital funds and awareness, and a case study in how the right story, told well, can move people to act.
Tahani Kassem, Director
“There are people who give their heart to a mission, and Layla is truly one of those people. She has the rare ability to combine strategy with humanity, and her work consistently reflects the dignity of the communities we serve.
Layla is not only incredibly talented, she is values-driven, deeply intentional, and wholeheartedly committed to creating meaningful change.”
