ABOUT STRAIGHT UP
Strategy. Clarity. Communication that lands.
At Straight Up, we help smart people communicate in clever ways. Whether you're applying for funding, launching a new initiative, or translating complex work for different audiences, we bring structure, clarity and impact to your messaging.
We’ve worked with government departments, researchers, universities, startups, and not-for-profits across Australia—helping turn ideas into compelling proposals, sharp copy and strategic communication plans that get results.
With over 15 years of experience working across science, policy and industry, we understand the world you work in. We’re quick to get the brief, fluent in both technical and plain language, and focused on making your work easier, not harder.
What we do
We write grant proposals that stand out—clear, competitive and aligned with what funders actually want to see. We keep your voice, but make sure it’s framed to land.
We also help shape the words that sit around your work—web copy, capability statements, presentations, reports—anything that needs to communicate value, not just information.
And when you need structure or direction, we step in with facilitation and coaching. From stakeholder sessions to team training, we help unpack ideas, align voices, and move things forward with clarity and purpose.
Why work with us
We’re known for getting across complex ideas, fast. Our clients often tell us it’s a relief not to have to explain their world twice—we pick things up quickly and help shape your message so it’s sharp, relevant and easy to act on.
We also work flexibly. Whether you need a one-off review, support for a high-stakes grant, or a long-term partner who just gets it, we adapt to suit your timeline, budget and team.
And above all, we care about quality. Every word we write is doing a job—whether that’s building trust, shifting perception, or getting your proposal over the line. We don’t do fluff. We do thoughtful, strategic communication that works hard for you.
We get it
We understand complex work quickly—and translate it clearly, without losing nuance.
We make it easy
We take the pressure off. Clear process, no overcomplication, and communication that works hard for you.
We speak your language
Whether it’s research, government or industry—we know the terrain and tailor your message to the audience.
We care about the work
We do things properly, because the work you’re doing matters. Every word is thoughtful, purposeful, and on point.
SOME OF OUR CLIENTS, PAST AND PRESENT
THE TEAM
Damia EttakAdoumi
Director and Founder
While studying a Bachelor of Science, I recognised a missing link: scientists and technologists lacked access to professionals who could translate complex ideas into compelling narratives—not just for the public, but for fellow researchers, funding bodies, and policy-makers. At the time, science communicators were focused on public engagement, and marketers rarely had a background in science. Even today, that combination remains rare.
I set out to change that.
Early in my career, I worked as a grant program coordinator, communication manager, project manager, and strategic writer in government and industry. I later completed an MBA (with Distinction) and earned certificates in Communication Strategy, Media and Advertising from the Public Relations Institute of Australia.
At Straight Up, I lead a team that brings together deep scientific literacy with business strategy, marketing, and communication expertise. The result is clear, credible, and high-impact communication that is highly valued by target audiences.
I have advised and supported a wide range of clients—from emerging innovators to major government departments—and led major communication projects, including the review and overhaul of large government websites and co-design of centres, research groups, and projects worth several million dollars.
A member of the International Facilitators Association and the Association of Proposal Management Professionals, I also regularly deliver training for technically minded professionals looking to strengthen their communication and grant writing skills.
My deep love is for the ocean and all the activities we can do on, in or near it, like surfing, swimming, snorkelling, rock pool rambling, and beach combing. When coupled with travelling (my other passion), this has taken me to beautiful coastal places with world-class surf. My faves are the Uluwatu coast (Bali), Imsouane (Morocco) and of course Australia's own northern NSW beaches.
HELLIE LYNCH
Communication strategist and
grant writer
I am driven by the impactful work Straight Up accomplishes in collaboration with clients to deliver outstanding results for their research and projects. I thrive on becoming an integral part of the client’s team, working together to bring their visions to life. Tight deadlines and the opportunity to explore exciting science and research fuel my energy and creativity.
I have a background in geology and environmental science, with a Bachelor of Science (Honours in Geoscience) and a Graduate Diploma in Environment and Sustainability. As a former resource geologist, I gained valuable insights into managing natural resources. In addition to my work as a geologist, I have experience in community development and a proven track record of securing funding for community groups, as well as environmental and research organisations that support initiatives driving meaningful change.
I bring over a decade of experience in grant writing and communications across a range of sectors, specialising in science communication strategy. I love translating complex ideas into compelling, impactful narratives.
I am fortunate to live and work in the beautiful Alpine region of north-eastern Victoria, in the shadow of Mt. Buffalo. I respectfully acknowledge the Traditional Owners of this land, the Taungurung People and the Gunaikurnai People, as well as all First Nations peoples across Australia. I honour the wisdom of Elders past, present, and emerging, and recognise the vital contributions of First Nations peoples to the health and wellbeing of our communities through their cultural heritage, values, and beliefs.
Chris Matthews
Strategic consultant
EMMA PINK
Communications consultant
My journey into this work is a little more circuitous than some of my colleagues. In the UK I was the Communications Manager for a top law firm where I supported the solicitors and the firm’s business development team by creating written material for internal and external communications. It was there that I realised I had a passion for taking complex (and often deliberately so in that space!) topics and simplifying them for a broader audience, but without losing the technical legal accuracy which was obviously still very necessary.
After moving to Australia in 2007, I was employed as a Senior Communications Adviser to SA Health where I was ‘lucky’ enough to lead the Department’s response to H1N1 and then the Department for Environment and Water, working alongside a range of scientists and technical experts who are trying to make the River Murray a healthier place. Both roles where being able to take technical content (medical, hydrological, geological etc) and make it understandable but accurate was crucial.
Fast forward to 2025 and I have been working alongside, and now for, Straight Up since 2021 and absolutely love it. I get to do the type of work I am passionate about for people who are trying to make positive change in the world. Brilliant!
In terms of successes, I have supported successful DECRA applications, with a success rate higher than the national average, been part of the team on successful ARC Training Centre and Economic Accelerator bids and helped an ARC Early Career Fellowship applicant with her successful funding bid. One piece I am particularly proud of is a profile document for the Defence and Security Institute where I interviewed a range of experts in areas including quantum sensors, contextual awareness for autonomous systems and cyber defence, then wrote pieces to explain in a simple way what these things actually mean. The resultant document is now used to encourage potential students to consider a career in defence technologies.
Outside work I am a bit of a nerd and love attending pop culture conventions or film screenings. I often listen to podcasts about screenwriting and wish my talent stretched to that style – my dream would be to hire a big house in a forest next to a lake and sit at a window with a typewriter, agonising over my own screenplay! Maybe one day……
Megan Morse
Communications consultant
I started out with a Bachelor of Science in ecology, driven by a curiosity about the natural world and how people relate to it. That curiosity has taken me from sustainability education and communications to program design aimed at shifting behaviours and shaping a better future.
With my degree in hand, I launched out into project work, first at the Botanic Gardens of Adelaide, then into establishing ecotourism in a remote part of Papua New Guinea and eventually to a five-year role as a project coordinator for a sustainability education centre in central Sydney.
Drawing on my ecology background, I bring a systems lens to everything I do—zooming out to see the bigger picture, then zooming in to find out how the parts are connected and to unearth the story that really matters. I’m especially skilled at translating complex ideas into narratives that resonate with different audiences. When my work relates to the natural world, all the better!
I get genuinely fired up by projects that fuse science literacy with sharp, thoughtful writing as there’s something deeply satisfying about helping ideas land clearly and meaningfully. Working with Straight Up since 2023, I’ve especially loved the small part I’ve had in contributing to CRC projects and seeing teams shape, define and eventually launch worthwhile projects. The collaboration between industry and research brings a unique energy, and it’s been a rewarding space to contribute to.
When I’m not using my hands to wrangle words into shape, I’m often making things, literally. I’m an artist who dabbles in the slow magic of silversmithing and printmaking, practices that, like writing, need patience, precision, and a bit of creative chaos.
Nicola Benson
Grant writer & editor
I'm an environmental science graduate with a strong background in sustainability, carbon management, and environmental consultancy.
Before joining Straight Up, I worked as a senior environmental building assessor in London on complex multi-use developments that combined commercial, retail, and domestic spaces. This involved working with huge project teams, where I effectively communicated complex concepts to mixed-audience groups by adjusting my language to suit each team’s knowledge level, ensuring alignment and a shared outcome.
I also contributed to the development of the Royal Institute of Chartered Surveyors’ SKA Certification for commercial retrofits, working alongside different industries set to make a change in sustainable commercial fit-outs.
Since joining Straight Up at the beginning of 2025, I have designed our new website, and set up all of our CRM systems, plus working on some interesting editing projects. I am excited about future projects I will get involved with during my time here with this incredibly compassionate and talented company.
Outside of work, I own a small toxin free and zero-waste beauty business, spend my free time going for long beach or forest walks with my family and dog, reading all kinds of books, and exploring new beautiful places to camp around Australia.
Our contractors
Ruby Fletcher
Graphic designer and illustrator
With over 10 years’ experience in the creative industry, I’ve had roles ranging from a design lecturer at TAFE SA, graduate visual art teacher, wide format printer by trade, and freelance graphic designer.
As I teach others how to use the Adobe Creative Suite, my knowledge is extensive allowing me to create high-quality design products such as posters, flyers, books, logos, business stationary, signage and more. I also produce detailed illustrations to portray scientific concepts and other complex design briefs.
I have worked alongside Straight Up for over 7 years, in projects where we work closely to successfully meet clients’ needs in an efficient and professional manner. My method to develop designs and illustrations based on technical concepts involves meeting with you to understand the concept you wish to portray, sketching or designing a few options for you to proceed with, then completing the work with your ongoing tweaks and refinements.
Alice Higham
Graphic designer
"Damia is an extended part of the team: contributes creatively and strategic value too.
Understands audiences and what they need / pain points / what makes them tick.
Gets what we're trying to do, gets the agenda of the ppl we try to connect with too."
-Steve Kern, Uni of Adelaide
"Strategic value. Most will just do what you say: Damia thinks about the opportunity and what’s required, adds strategic direction. Knows how to sell an idea. Understand the opportunity, spot the POD / value proposition: chases the real value down"
- Andy Lowe, Adelaide University
"Straight Up will go the extra mile to get something done properly. They are easy to work with: friendly and positive.
Specialist skills and knowledge.
Long running relationship: work together quickly and efficiently. Damia just gets it. (A better outcome more quickly than we could with others). "
- Gus, Professor of mech eng and director of centre for energy tech
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