Who we are

I’m Emma Lang, founder of Novatrai.

For more than a decade, I’ve worked at the sharp end of campaigning, organising and political change - from working on the response to the 2015 refugee crisis, to five years as a Trade Union Organiser for the UK’s largest union and now working in Politics as a Chief of Staff.

I’ve run multiple political campaigns, including leading the campaign strategy and management that helped turn one constituency from a 19,000-vote Conservative majority into a Labour win - in a constituency widely regarded as a Conservative safe seat.

That experience taught me that winning change takes more than a compelling message. It takes strategy, organising, persuasion and a deep understanding of what makes people act.

That’s why Novatrai brings practical campaign experience together with behavioural science and evidence-based behaviour change.

Whether you’re trying to win a campaign, build a movement, mobilise supporters or change behaviour, Novatrai helps organisations turn ideas into action. The aim isn’t just to solve today’s challenge - it’s to leave people better equipped for the next one. Through practical training, campaign strategy and facilitation, we help teams build the skills, confidence and strategic thinking to make change happen.

Because change doesn't happen by itself. We make it happen.