Our Journey
BetterTide was born from a belief that the right message — delivered the right way — can move people, shift narratives, and spark real change. Our journey began with Tom’s Day, a mental health awareness campaign built from the ground up to reach the people who needed it most. What started as one story has since become a mission.
Built on a foundation of creativity, purpose, and impact, BetterTide was created to help organisations bring their causes to life through campaigns that don’t just speak — they resonate.
From a one-person idea to a growing creative studio, we’ve stayed true to our core: blending human insight with AI-powered content creation to help causes, charities, and businesses shape a better tomorrow.
We’re just getting started.
Our Team
Craig Donovan
Founder & CEO
Craig is the visionary behind BetterTide — a strategic thinker, campaign builder, and storyteller with a passion for driving meaningful change. With a background in project management, leadership, and public infrastructure, Craig brings structure to creativity and purpose to every project.
He launched BetterTide following the success of Tom’s Day, combining real-world experience with creative insight to help organisations design campaigns that connect, inspire, and deliver impact.
Our values
We believe in the power of purposeful creativity. At BetterTide, everything we do is guided by a commitment to integrity, impact, and empathy. We don’t just make content — we create movement. We show up with heart, lead with clarity, and work in partnership with those who share our belief: that powerful stories can shift culture, spark change, and leave things better than we found them.
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Purpose Driven
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Empathy-Led
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Creativity for Impact
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Bravery
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Collaboration
This Is Us In Numbers
$355M
Clients’ Income during the Last Quarter
10+
Business Partners in Over 30 Countries
27
Years of Experience
5
Industry Awards