“Be
a part of all that is decent and be an Ambassador for the kind of world that
you want to live in.”
Julie
Andrews
Back on January 14th, I published a post (which you can see here) on the Gracie’s Way Instagram (@gracieswayuk) with the caption ‘Available Opportunities’ and then I very briefly listed each of the six opportunities – which, through the creation of the brand-new Collaboration Pack – have actually now been whittled down to five! Off the back of that post, I decided to create an Ambassadorship Programme. And so today sees the official launch of the Programme with some insight into the Info Pack for it as well as an introduction to the first two Gracie’s Way Ambassadors…
Why Create This Programme?
1.
The
Workload
In all honesty, from Day One of creating Gracie’s
Way, I had been thinking about some sort of role around being an Ambassador for
the project – which is obviously why I published that collaboration
opportunities post just five days after the actual entire project launched. I
think that the thought of it, stems from the fact that in the very beginning,
when I was creating both the Project Document (which has all the basics around
the Project Scope, a SWOT Analysis, and the SMART goals for it etc) and the
social media content (I wanted to have enough for the first month of the
project from the offset), I began questioning my capabilities.
Mostly, I think I was questioning if it was too
heavy a workload for just me to manage it and a while ago, I had launched a
media campaign which saw me actually recruit ten volunteers under me, so I haven’t
been at all phased by the thought of hiring people. Like, the idea of managing
volunteers hasn’t been what’s put me off doing it. I think the reason I chose
not to have a full-on team of volunteers for Gracie’s Way yet was because I
realised that it was such a personal project with such a personal inspiration,
that I wanted to have absolute, full control over it and I wanted to be 100%
responsible for it – win or lose.
So, in making that decision, it felt like a bit of
a happy middle-ground was to create the Ambassador role and have some sort of
contribution from others, but without taking any huge amount of ownership for
the success or failure of the project. I do want to ensure that no one thinks
I’m discrediting Ambassadors though nor that I’m in any way minimising the
importance of their role, because that’s absolutely not the case. I’d like to
think that you could ask anyone who has worked with me, and they would tell you
that I’m someone who is really appreciative of others and who consistently
recognises the input, skills, and abilities of others. I think this is actually
particularly true and well-illustrated or evidenced through my history of
collaborations and guest posts over on my blog (I’m NOT Disordered).
2.
An
Improvement in Content Creation
Another amazing, rewarding, and helpful quality to
having others contribute which goes way beyond having a lesser workload myself,
is that it provides the opportunity to have the input of people who might have totally
different skillsets, qualifications, experiences, perspective, insight, and
ideas. So it’s basically the chance to produce different work and content to
that which I’m capable of. And it’s not really about drawing comparisons and
saying that there are people out there with more talent at content creation and
that they could have better ideas…
For me, at least, it’s about it becoming more
varied, imaginative, and creative in the content on the Instagram feed and with
the website content. And, in my opinion, creativity, being different, and being
unique, can actually be really attractive qualities for accounts generally on
social media. It can sum up a huge amount of attention and serve to attract
whole new audiences, which is obviously brilliant because I think that you can reach
a point where it’s almost like ‘I’ve attracted as many people as I can with the
content I can produce.’ Like, you can only gain so much attention with the same
thing online. For example, if you keep creating images that have motivational
quotes about the same topic and use the same hashtags in the caption, you’ll
only reach a particular audience and, after so long, what are the chances
anyone new or different will suddenly become aware of your content?
3.
The
Publicity
In addition to imagining the Ambassadors as being
somewhat helpful with the workload and creativity, I also thought that in
connection with them creating social media content, it would be additional
publicity which could really, genuinely impact the popularity and success of
the project. I think this is also illustrated through my blog (which is
currently on over 2.7 million readers) and how the popularity has especially
really grown and massively developed during collaborations, guest posts, and other
content-oriented partnerships.
I believe that this influx of readers from doing
collaborations or featuring others and having them mention you and your work/content,
is mostly because it allows you – or provides you – with access to a whole
other audience! This has been a massive element or quality to my blog
collaborations because often, I’ve worked with organisations e.g. Amazon and ASOS,
who realistically – without working with my blog – could have never feasibly,
or at least never easily, have reached an audience who is mostly interested in
mental health content.
In having my blog for over 13 years now, I very
much recognise that aiming to have a project or social media account have some
sort of popularity on a level of the 2.7 million I’m NOT Disordered has, can
not only be very hard work, but it can also be a huge time commitment too. And,
in all honesty, as much as I am ready to dedicate a lot of time to Gracie’s Way
and the content creation for it, I’m also very eager to build an audience and
following as quickly as possible. I think that this is actually really
understandable because anyone who is starting some sort of online-based project
or company etc are typically eager to secure publicity because they are so
motivated to succeed with whatever the goals of their work are. I mean, for me,
with Gracie’s Way, it’s about helping others to cope with pet grief and with my
awareness of the mental health impact pet bereavement can have, I very much recognise
the level of urgency behind providing that kindness, compassion, empathy, advice,
help, and support.
What Is The Ambassadorship Programme?
So, I cheated a bit here and asked AI – namely Chat
GPT – what the definition was for an Ambassadorship Programme in the sense of a
pet bereavement project, and it came up with something really accurate,
relevant, and appropriate for all my expectations, plans, and hopes for the Gracie’s
Way Ambassadorship Programme. So, here it is:
‘An Ambassadorship Programme for a pet
bereavement project is a structured initiative that invites trusted individuals
to represent and advocate for the project’s mission of supporting people
through the loss of a beloved animal. Ambassadors help raise awareness, reduce
stigma around pet grief, and extend empathy, resources, and understanding
within their communities—often drawing on lived experience, professional
insight, or shared values.
In practice, ambassadors may:
- Share
the project’s resources, messages, or events in sensitive and authentic
ways
- Offer
peer-to-peer support or signposting
- Help
normalise conversations around pet loss and grief
- Provide
feedback to ensure the project remains compassionate, inclusive, and
effective’
In all
honesty, I think I partly did that prompt on AI to do an incredibly last-minute
double check that I’ve understood the terminology properly myself and to make
sure that I’m using it correctly and accurately! I mean; to be fair, it’d be a
bit too late if I’d been wrong this entire time! And I’d feel like the biggest
fool!
The following few paragraphs are actually taken from
page 11 of the Ambassadorship Programme Info Pack which is titled ‘What Does It
Mean?’…
An Ambassadorship at Gracie’s Way is a values-led
way of supporting the project’s mission to improve understanding, validation,
and compassionate responses to pet bereavement. The programme brings together
individuals who share a commitment to empathy, ethical boundaries, and raising
awareness of the emotional impact of pet loss.
Ambassadors help normalise conversations around pet
bereavement, signpost supportive resources, and encourage kinder responses
within their own spaces. The programme is flexible, supportive, and grounded in
emotional safety. Ambassadors are not expected to provide advice, therapy, or
crisis support, but to act as compassionate advocates who help ensure that no
one feels alone in their grief.
Ambassadorship
for Bereaved Owners:
The Bereaved Pet Owner Ambassadorship offers a
supported and flexible way for individuals with lived experience of pet loss to
help others feel seen, understood, and less alone. This role recognises the
depth of insight that comes from personal grief, while fully respecting that
bereavement is ongoing, individual, and changeable.
Bereaved Owner Ambassadors are never required to
share their personal story publicly. Their involvement may include raising
awareness of pet bereavement, sharing Gracie’s Way resources within their
networks, contributing reflections if and when they feel ready, or helping to
normalise conversations about pet loss in everyday life. Participation is
always optional and adaptable, with the freedom to step back whenever needed.
This ambassadorship is grounded in emotional safety
and clear boundaries. Bereaved Owner Ambassadors do not provide advice,
counselling, or emotional support to others. Instead, they help by signposting
compassionate resources, modelling validation, and supporting a culture where
grief is acknowledged rather than dismissed.
Ambassadorship
for Professionals:
The Professional Ambassadorship is designed for
individuals whose work brings them into contact with pet owners experiencing
loss, including mental health practitioners, counsellors, veterinary
professionals, support workers, and related roles. This ambassadorship
recognises the influence professionals have in shaping how pet bereavement is
acknowledged and responded to.
Professional Ambassadors support Gracie’s Way by
raising awareness within professional or organisational settings, sharing
evidence-informed resources, and encouraging compassionate, trauma-informed
approaches to pet loss. They may contribute professional insight, help
disseminate training materials, or support the integration of pet-bereavement
awareness into existing practice.
This role does not require professionals to act
outside their scope of practice or to represent Gracie’s Way in a formal
capacity. Instead, it offers a collaborative way to strengthen
understanding, improve responses, and ensure that pet bereavement is met with
empathy, validation, and appropriate support.
Who is The Programme For?
The Gracie’s Way Ambassadorship Programme is open
to individuals who share the project’s values of compassion, validation, and
ethical support around pet bereavement. Ambassadors come from a wide range of
backgrounds, and there is no single “type” of person we are looking for. What
matters most is a genuine commitment to kindness, empathy, and helping to
improve understanding of pet loss.
You may be well suited to becoming an Ambassador if
you have lived experience of pet bereavement, or if your personal or
professional life brings you into contact with pet owners experiencing loss.
This could include bereaved pet owners, mental health practitioners,
counsellors, veterinary professionals, support workers, charity workers, or
others who regularly interact with people affected by grief. Formal
qualifications are not required for most roles; lived experience, reflective
insight, and a respectful approach are equally valued.
Useful skills and abilities may include good
listening skills, empathy, clear and compassionate communication, and an
awareness of emotional boundaries. Confidence sharing or signposting
information, whether online or in everyday conversations, can also be helpful.
For Professional Ambassadors, experience working within ethical frameworks,
safeguarding awareness, or trauma-informed practice may support the role, but
these are not essential requirements.
Ambassadors do not need a large social media
following, prior advocacy experience, or specialist training in grief or mental
health. Support, guidance, and clear boundaries are provided, and all
participation is designed to be flexible and manageable.
Time commitment is intentionally low and adaptable.
Ambassadors are typically asked to contribute in small, meaningful ways — such
as sharing resources, supporting awareness activities, or engaging in
occasional collaboration opportunities — rather than committing to fixed hours
or targets. On average, this may involve a few hours per month, depending on
individual availability and interest.
Importantly, Ambassadors are encouraged to
prioritise their own wellbeing. Gracie’s Way recognises that grief can
resurface, and that personal circumstances change. Ambassadors can pause, step
back, or end their involvement at any time without explanation or pressure.
Above all, Ambassadors are people who care. If you
believe pet bereavement deserves understanding, validation, and compassion, you
are already well aligned with the heart of Gracie’s Way.
Why Do It?
Becoming an Ambassador for Gracie’s Way is an
opportunity to be part of something compassionate, meaningful, and rooted in
care. At its heart, the Ambassadorship Programme exists to improve
understanding, validation, and support for people affected by pet bereavement —
and ambassadors play a vital role in helping that mission reach further.
For many people, pet loss is one of the most
profound and isolating experiences of their lives. By becoming an Ambassador,
you help challenge the idea that this grief should be hidden, minimised, or
endured alone. Your involvement helps normalise conversations around pet
bereavement and encourages more empathetic responses in everyday spaces,
professional settings, and communities.
For bereaved pet owners, Ambassadorship can offer a
way to honour the bond shared with a beloved pet. It allows lived experience to
be transformed into gentle advocacy — helping others feel seen without
requiring you to share more than you are comfortable with. Many Ambassadors
find meaning in knowing that their involvement may ease someone else’s sense of
loneliness or confusion during a difficult time.
For professionals, becoming an Ambassador offers an
opportunity to strengthen compassionate practice and contribute to positive
change within systems that often overlook pet-related grief. It can support
professional development, reflection, and collaboration, while reinforcing
ethical, trauma-informed approaches to care.
Ambassadors also benefit from being part of a
supportive, values-led community. The programme offers connection with others
who understand the emotional importance of the human–animal bond, alongside
access to resources, learning opportunities, and collaborative spaces.
Recognition, acknowledgement, and opportunities to contribute meaningfully are
built into the programme, without pressure or expectation.
Importantly, Ambassadorship at Gracie’s Way is
designed to fit around your life — not take over from it. There are no targets,
quotas, or performance measures. You choose how and when you contribute, and
you are always encouraged to prioritise your own wellbeing.
Ultimately, becoming an Ambassador is about
choosing compassion. It is a way to stand alongside others, to advocate for
understanding, and to help ensure that grief is met with empathy rather than
dismissal. Through small, intentional actions, Ambassadors help create a
kinder, more informed response to pet bereavement — one person, one
conversation, and one moment of validation at a time.
What Do Ambassadors Do?
Essential Activities
As an Ambassador for Gracie’s Way, there are
several core activities that form the foundation of your role. Ambassadors are
asked to list their role as an Ambassador for Gracie’s Way on their Instagram
bio, helping to raise awareness about the project and its mission while showing
a public commitment to supporting those experiencing pet loss.
You will also be required to share at least one
piece of Gracie’s Way Instagram content per week, which could include posts
about support resources, upcoming events, or inspirational stories. In
addition, Ambassadors are expected to create at least one original piece of
content each month that mentions or tags the Gracie’s Way account
(@gracieswayuk). This could take the form of a personal story, a video, a blog
post, or creative content that connects with your audience while spreading the
project’s message.
As part of joining the Ambassador team, you will
need to provide a photo of yourself along with a short biography explaining
your connection to pet bereavement. This bio will be featured on a dedicated
page of the Gracie’s Way website, allowing the wider community to understand
your story, your motivation, and your support for the mission.
By participating in these activities, Ambassadors
help ensure that Gracie’s Way reaches and comforts as many people as possible.
Occasional Activities
Beyond these essential tasks, Ambassadors may be
invited to take part in a range of occasional activities that help further
Gracie’s Way’s reach and impact. You might be asked to contribute to press
releases, providing insights, quotes, or experiences that help convey the
importance of pet bereavement support to the public.
Ambassadors will also be invited to attend events,
with free attendance provided as a way to connect with the community, meet
other supporters, and engage directly with those benefiting from the project.
Additionally, Ambassadors may be asked to offer feedback or input on new
resources or training sessions, helping to ensure that materials are relevant,
practical, and sensitive to the needs of bereaved pet owners.
While not mandatory, it is highly valued if
Ambassadors can write an article for the website at least once every three
months. These articles might include personal reflections, advice, or stories
that offer comfort and guidance, helping to build a supportive online
community. Participating in occasional activities provides Ambassadors with the
chance to make a deeper, lasting impact on the project and its audience.
What Support Do Ambassadors Receive?
Check-In Sessions
At least once per week, the Project Lead, Aimee
Wilson, will contact each Ambassador to see how they are doing, provide updates
on any developments within the project since the last contact, and inform them
of upcoming activities, initiatives, or opportunities. These weekly check-ins
are designed to maintain strong communication and ensure that Ambassadors feel
supported, valued, and fully informed about the project.
While weekly check-ins are standard, they can be
arranged more frequently if needed or preferred, giving Ambassadors the
flexibility to request additional contact whenever they feel it would be
helpful. These sessions provide a space for Ambassadors to discuss their
experiences, raise any questions, or seek guidance, creating an open, ongoing
dialogue with the Project Lead. Regular check-ins are a key part of fostering a
supportive, connected community of Ambassadors.
Review Opportunities
At least once per month, each Ambassador will be
invited to take part in a structured review opportunity. During these sessions,
a Review form will be sent to evaluate how they are finding their role so far,
outline any work they have undertaken over the past month, and register any
questions or concerns.
Ambassadors can also use this opportunity to inform
the project of any plans or ideas for the coming month, suggest improvements to
their role, and provide feedback on elements of the project that are working
well. These reviews ensure that Ambassadors have a clear channel to express
their thoughts, ideas, and experiences while helping the project adapt and
improve. As with check-ins, review opportunities can occur more frequently if
needed or preferred, offering additional support and engagement whenever required.
Support Available
Ambassadors’ wellbeing is a top priority at
Gracie’s Way. To safeguard this, a clear safeguarding policy is in place
specifically for Ambassadors, ensuring that support structures are accessible
at all times. Ambassadors can also access contact details for a range of
helplines through the Gracie’s Way Help Directory on the website: https://www.graciesway.co.uk/p/help-directory.html.
If an Ambassador has any immediate concerns, they
should contact emergency services. Alternatively, if the matter is relevant to
their role, Ambassadors can email the Project Lead, Aimee Wilson, marking the
message as ‘high priority’ to ensure it receives prompt attention (with a
guaranteed response within 24 - 48 hours). This approach ensures that
Ambassadors have multiple avenues for support, advice, and guidance whenever
needed.
There’s also an Ambassador Safeguarding Policy,
here’s some insight into that:
Safeguarding Summary
Gracie’s Way is committed to protecting the
wellbeing, safety, and dignity of all Ambassadors. Because the project focuses
on pet bereavement, we recognise that Ambassadors may engage with emotionally
sensitive topics that can sometimes feel challenging or triggering.
Safeguarding measures are in place to ensure Ambassadors feel supported,
listened to, and able to raise concerns safely.
Ambassadors are never expected to share personal
experiences unless they choose to, nor are they expected to provide
counselling, crisis support, or professional advice to others. Regular
check-ins, review opportunities, and access to external support services help
ensure that Ambassadors’ wellbeing remains a priority at all times. Any
safeguarding concerns are taken seriously and handled with care,
confidentiality, and sensitivity.
What This Means for You
As an Ambassador for Gracie’s Way, safeguarding
means that your wellbeing comes first. You are encouraged to work within your
own boundaries and take breaks whenever you need to. You can step back from
activities, delay content, or ask for additional support without judgement or
pressure.
You will have regular opportunities to check in
with the Project Lead, Aimee Wilson, and raise any concerns, questions, or
difficulties you may be experiencing. If something feels emotionally
challenging, overwhelming, or uncomfortable, you are encouraged to speak up as
early as possible.
If you ever have immediate concerns about your
safety or wellbeing, you should contact emergency services. If the issue is
related to your role as an Ambassador, you can email the Project Lead and mark
the message as “High Priority” to ensure it is seen quickly.
You can also access confidential external support
via the Gracie’s Way Help Directory on the website.
Safeguarding at Gracie’s Way is about creating a
safe, compassionate environment where Ambassadors feel respected, supported,
and able to contribute meaningfully without compromising their own wellbeing.
Then, there’s a Code of Conduct too; here’s some
insight into that:
Code of Conduct Summary
The Gracie’s Way Ambassador Code of Conduct sets
out the standards of behaviour expected from all Ambassadors. It exists to
ensure that everyone involved in the project feels safe, respected, and
supported, and that Gracie’s Way is represented with care, integrity, and
compassion.
As an Ambassador, you are expected to communicate
respectfully, act with kindness, and remain mindful of the sensitive nature of
pet bereavement.
The Code encourages clear boundaries, responsible
online behaviour, and respect for confidentiality. Ambassadors are not expected
to act as professionals or provide advice outside their role, and safeguarding
the wellbeing of both yourself and others is always a priority. The Code of
Conduct helps create a positive, inclusive environment where Ambassadors can
contribute meaningfully while upholding the values of Gracie’s Way.
What This Means for You
As an Ambassador, this Code of Conduct is there to
support you as much as it is to guide behaviour. It means you are encouraged to
act authentically and compassionately while maintaining healthy boundaries. You
can share your experiences in a way that feels right for you, without pressure
to disclose more than you are comfortable with.
You are not expected to have all the answers or to
support others beyond your capacity. If conversations become difficult or
emotional, it is appropriate to signpost people to professional or emergency
support. Online, you are encouraged to engage respectfully and step away from
situations that feel confrontational or unsafe.
If you ever feel unsure about a situation,
experience inappropriate behaviour, or have concerns about how something has
been handled, you are encouraged to raise this with the Project Lead.
The Code of Conduct is designed to protect your
wellbeing, ensure fairness, and help you feel confident and supported in your
role as an Ambassador for Gracie’s Way.
Finally, there’s also a Social Media Policy for
Ambassadors, so here’s some insight into that:
Social Media Policy Summary
The Social Media Policy for Ambassadors at Gracie’s
Way – Pet Bereavement Project sets out expectations for responsible,
compassionate online engagement. It applies to all Ambassadors and any content
referencing Gracie’s Way across public platforms. Ambassadors are encouraged to
share content that aligns with the project’s mission while using respectful,
non-judgemental language and recognising the sensitivity of pet bereavement.
The policy outlines clear content guidelines,
including avoiding distressing material, protecting confidentiality, and
gaining consent when sharing others’ stories. It emphasises respectful
engagement, appropriate boundaries, and the importance of signposting
professional support rather than offering advice or crisis intervention.
Ambassadors are not expected to manage conflicts or
respond to all messages. Safeguarding concerns, harassment, or unsafe content
must be reported promptly to the Project Lead. Breaches are handled
proportionately, with the policy reviewed regularly to remain supportive and
effective.
What This Means for You
For an Ambassador, this policy provides clear
guidance on how to use social media safely, respectfully, and compassionately
while connected to Gracie’s Way. It means being mindful that posts and
interactions can affect people experiencing deep grief, and ensuring all
content reflects the project’s values. Ambassadors can share personal
experiences if they choose, but there is no expectation to disclose anything
they are not comfortable with.
The policy also makes it clear that Ambassadors are
not responsible for managing crises, offering advice, or responding to every
comment or message. Instead, their role is to engage kindly, maintain
boundaries, and signpost professional support when needed.
It also protects Ambassadors by setting limits
around emotional labour, direct messaging, and difficult interactions. If
something feels unsafe, overwhelming, or concerning, Ambassadors are encouraged
to step back and report it.
Overall, the policy supports Ambassadors to show up
with care while protecting their wellbeing and the integrity of Gracie’s Way.
What Else Is Inside the Info Pack?
In creating this opportunity/Programme, I also used
Canva and created a 24-page Info Pack for all Ambassadors, and it’s very much recommended
that if you’re interested in committing to this role, you read this Pack before
formally agreeing. I totally appreciate that 24 pages might sound intimidating to
some people, especially those who may not appreciate the seriousness of
becoming an Ambassador, but it’s very clearly written with any complicated
terms explained, and the pages aren’t at all lengthy or heavy in text.
So, in addition to the pages I’ve referenced and
used in this Article, other pages or contents in the Info Pack include: A Welcome
Message from me (Aimee Wilson, Project Lead), An Introduction to Gracie’s Way (which
includes the Project Story, Mission, Vision, Values, Scope, and Purpose), an
Onboarding Guidance page, Onboarding Checklist, then – in relation to the responsibility
Ambassadors have of creating content for Gracie’s Way once per month – there’s
an Ideas Bank, and finally, there’s a two page FAQ!
I’m Interested, Now What?
If, after reading this Article, you’re interested
in either becoming an Ambassador, want to know more about it, have any specific
questions, or want to have a virtual meeting; please reach out and contact myself
– Aimee Wilson, Project Lead – on gracieswayuk@outlook.com.
I will always endeavour to respond to emails within
3 – 5 business days, so if you’d like to receive a reply sooner than that,
please mark the email as ‘high priority.’ Also, for convenience, please
consider whether you would want to be considered a Bereavement Ambassador or
Professional Ambassador (to be clear, Bereavement is where your experience in
relation to pet death is personal and the Professional title is for those whose
experience of this topic is purely related to their career) and let me know your
decision on that in your first email.
To read more briefly summed up information on the
Programme, please see the brand-new page for it on the website: Ambassadorship
Programme | Gracie's Way
And, most excitingly, if you’d like to get to know
the first two Ambassadors, please visit the ‘Meet the Ambassadors’ page: Meet the
Ambassadors | Gracie's Way
