Adrie van der Luijt

Each month, more than 10 million people engage with my content, including vulnerable individuals and those for whom English is not their first language. My content must be clear, accessible and empathetic. This scale and diversity of engagement demonstrate my ability to craft content that resonates with various user groups, particularly in high-impact digital services.

“Thank you for your outstanding article on trauma-informed content and AI. Just excellent work!” — Kristina Halvorson, CEO & Founder, Button

With decades of experience, I specialise in delivering inclusive, trauma-informed content that meets the needs of all users, regardless of background or circumstance. I help organisations make content safer, clearer and more empowering, especially for people dealing with trauma, vulnerability or major life changes.

As Senior Content Designer and Strategist at Trauma-Informed Content Consulting, I work with communities, support groups and key stakeholders to transform overwhelming information into clear, compassionate guidance for the public, private and charity sectors.

Drawing on 40 years of experience at the intersection of complex systems and human vulnerability, I’ve led national content projects - from Universal Credit to Cancer Research UK - that cut user journeys by up to 70%, improve accessibility, reduce support costs and strengthen trust.

My trauma-informed, vulnerability-aware approach ensures every word respects emotional journeys and cultural sensitivity within strict safeguarding protocols, minimises distress and drives measurable outcomes.

Core services

• Trauma-informed content and service design
  User research and testing, empathy mapping and content audits that reveal emotional triggers and guide sensitive communications


• Complex systems content strategy
  Roadmaps, style guides and governance for government, health and social care programmes.


• AI-assisted workflows (secondary offering)
  Prompt engineering, ethical AI tool integration and governance frameworks to scale empathy-driven content.

Impact highlights

• Metropolitan Police Service: Created a national trauma-informed advice service on drink and needle spiking—praised by support organisations for its “appropriate and victim-focused” language.


• Cabinet Office: Developed SaaS counter-fraud tools recognised by Downing Street as “star performers” in safeguarding vital Covid-19 business funding.


• Universal Credit: Pioneered GDS-aligned content frameworks guiding 5.6 million applicants and cutting housing-benefit queries by 70%, saving £3 million in support costs.


• Cancer Research UK: Redesigned 5,000+ pages of cancer advice, respecting users’ emotional states and reaching over four million monthly visitors with critical medical information.

Why work with me?

• Deep expertise: Four decades in government, health and crisis sectors—rare blend of strategic and hands-on content leadership.


• Measurable results: Every engagement signed off with clear KPIs and ROI metrics.


• Empathy-first ethos: Proven framework that balances clarity with compassion, protecting vulnerable audiences.


• Forward-thinking: Early adopter of AI tools, ensuring technology amplifies - not replaces - human sensitivity.

Next steps

Email: adrie@traumainformedcontent.com
Phone: 07554 012533
Website: www.traumainformedcontent.com

Contact details