After completing the IB programme at St. Julian’s, Benedita embarked on a BA in Political Science and International Relations at Universidade Católica Portuguesa, which led her to win a scholarship to study a semester in Boulder, Colorado. She has a Masters in Management and Social Entrepreneurship from Nova School of Business and Economics.
She currently serves as a Partner and Head Strategist at TTouch, a creative agency focused on developing ideas that generate a positive societal impact.

Is there a memory you hold dear from St. Julian's?

I have so many fond memories, especially the laughter shared with friends and teachers daily. I always participated in various activities, like drama and sports, in a playful and engaging environment. My memories are filled with fun moments.

Did you have any favourite teachers?

I remember many charismatic teachers with a fantastic sense of humour. I thought this was normal at the time, but now I realise how rare it was. Ms Pinho, the Portuguese teacher, was brilliant, and we had amazing, profound conversations. Mr Connolly, the principal and my drama teacher brought a very special energy to every class. Mr Figueiredo, the English teacher, was incredibly enthusiastic. Miss Melvin, who taught me English and Theory of Knowledge, was unforgettable, and Mr Rogers, the economics teacher, was a genius. These teachers broadened my perspective on the world, and I deeply value having had them in my life.

How did your experience at St. Julian’s, particularly the IB Diploma, shape you?

The IB diploma was one of my life's most demanding and exciting experiences, though I didn't fully realise it at the time. It taught us a great deal about responsibility and accountability, forcing us to rely on ourselves. The most empowering gift St. Julian's gave me was the confidence that I can tackle anything with enthusiasm. Daily interactions with teachers from various countries and diverse assemblies provided a profound sense of the world's vastness. St. Julian's also instilled a strong civic culture in me. The CAS (Creativity, Activity and Service) programme in IB was crucial, opening my eyes and making me feel connected to the world. Serving as a Prefect further reinforced my sense of responsibility.

Can you talk to us about your current role at TTouch?

This is the first creative agency dedicated to social and environmental impact in Portugal, which aligns perfectly with my background in sustainability. They needed expertise in this area, and I was seeking a career shift towards creativity, even considering a move to London. I initially joined as a copywriter, but it quickly became clear that my strengths were more strategic. I thrive on structuring what is apparently chaotic.

At TTouch, I have the opportunity to shape creative briefings, starting with gathering information from clients and studying the relevant issues. I then create a concept to present to the creative team so that they can transform it into concrete ideas. At the end of the day, I’m responsible for the framework in which the creatives can brainstorm. Another significant part of my job involves educating clients about genuine sustainability practices, lobbying them to "walk the walk" rather than just "talk the talk." Influencing our clients remains a major aspect of our work, comprising about 80% of what we do.

What challenges have you faced when trying to implement creative strategies for activism, and how have you overcome them?

After three years, seeing clients approaching us is amazing because they recognise our work and values. We are committed to avoiding greenwashing and often have to reframe client briefings to align with true sustainability. Our briefings are particularly challenging because they must be both creative and responsible. This can sometimes be difficult for our creatives, who crave artistic freedom. Another challenge is reaching a consensus on different activist perspectives, which often leads to intense but healthy discussions. Finding the right tone for our organisation, especially when working with corporate clients, has been crucial. In Portugal, there is less awareness compared to other European countries, so we had to establish a tone that is both effective and responsible.

We use our social media to express our activism more freely and discuss topics we are passionate about. We constantly evaluate our messaging to ensure it aligns with our values and mission.

Is there a TTouch project or projects you are most proud of participating in?

The project that truly embodied what we aim to achieve at TTouch was creating a communication plan for a running club for youngsters in Cova da Moura and Zambujal, two neighbourhoods in Lisbon facing significant social challenges. Our strategy focused on how effective branding could engage kids in these areas to participate in the training sessions.

We decided to create a brand that would resonate with them by involving a local artist to design a hip and modern visual identity using the neighbourhood's colours. This way, the running club became something from the neighbourhood, something they could take pride in, making the kids excited to wear the club’s T-shirt and participate.

We also integrated music into the project by collaborating with local musicians. This approach ensured the brand felt authentic and owned by the community, fostering greater engagement and achieving a higher social impact.

Looking back, what advice would you give current IB Diploma students?

Pay attention to where your teachers guide you: they will most likely reveal your strengths and areas for development. St. Julian’s and the IB programme teach you to be accountable for both the good and the bad, so if you’re open to it, the school helps you discover your true talents.

Pursue your genuine interests; this might be one of the few times in your life when you have the freedom to balance them well. You are also free to explore various subjects (unlike the Portuguese schools), so don't limit your choices.

I discovered early on that social responsibility was my calling. Whatever it is, you can create your own path in life. Don’t let life overwhelm you; take charge and shape it according to your passions and talents, which may have begun during this time.