Sofia Madden

I work on narrative and creative strategy for systems change, making sure the ideas that can shift on climate, AI, and democracy don't just hold up as strategy, but inspire people to act. These days I do that through Watershed.

Bio

Sofia Madden is Co-Director of Watershed Foundation, an Australian not-for-profit that works with philanthropy to back and build initiatives that win on AI, energy and democracy. She leads Watershed’s narrative and public opinion work, turning complex policy and systems ideas into stories people actually engage with.

With over two decades in politics, culture and social change, Sofia has led campaigns across Australia and the US for civil society and industry. Her work has contributed to marriage equality, Queensland’s Human Rights Act, minimum wage increases and dozens of electoral and legislative wins. Before Watershed, Sofia founded two social impact studios: Principle Co, one of Australia’s leading social impact communications agencies, and Impact Culture, which worked at the intersection of entertainment and social change in the US with organisations including MTV and Spotify. She is an award-winning documentary producer with a background in television, and splits her time between Australia and the US.