Advocacy

Center for Reproductive Rights

Case/Campaign:
Voice 4 Choice Microsite
Client:
Center for Reproductive Rights
Collateral:
Emails, microsite, landing pages, individual fundraising pages
Challenge:

The Center for Reproductive Rights fights legal battles in defense of women’s rights around the world. We were tasked with developing a microsite that would draw attention to the landmark Supreme Court case Gonzalez v. Carhart.

Solution:

This visually engaging microsite was developed to help raise awareness of the case. The user’s attention is drawn to a prominent email sign-up box, which we developed to give later updates through email as well as list-build for future outreach from the Center. The user was also encouraged to start his or her own support group for the cause through individual fundraising pages, which allowed each person to create his or her own donation goals and invite his or her friends to join in.

The large buttons below stand out on the page and invite the user to take further action. While fundraising was one goal of this microsite, we also gave equal weight to other modes of activism through design and functionality.

NAACP LDF Voting Rights Campaign

Case/Campaign:
Voting Rights Campaign
Client:
NAACP LDF
Collateral:
Microsite, emails, website components, landing pages, social media, petitions
Challenge:

The NAACP Legal Defense and Educational Fund has been around since 1940, 25 years before the Voting Rights Act of 1965 was passed. LDF asked us to come up with a campaign that would highlight ongoing voting rights violations and fundraise for the organization, which defends individuals who have been the victims of voter disenfranchisement and discrimination.

Solution:

Our research revealed that there was recent evidence of voter suppression in almost every single state. To condense this huge amount of legal information and make it interesting and interactive, the campaign launched with a quiz email that asked readers unusual questions related to voter fraud and misinformation. When the reader clicked on “yes” or “no,” an answer would pop up giving past examples of minority disenfranchisement.

For the second email, we created a voting rights map, which used flash functionality in order to graphically convey a vast amount of information on voting rights issues in the U.S. When a state is clicked on, the image moves to the center and a short blurb about voting rights issues in that state pops up. States with more than one category have clickable buttons to separate information.

The campaign’s final email, which launched on Election Day, urged readers to exercise their right to vote and to end minority voter suppression by supporting LDF.

The email campaign was bolstered by a strongly integrated social media marketing campaign and two petitions on Change.org, which helped LDF acquire 10,000 new online advocates.

Medicare Rights Center

Case/Campaign:
Website redesign
Client:
Medicare Rights Center
Collateral:
Website
Challenge:

We were tasked with completely redesigning and rebranding the Medicare Rights Center website, which ensures access to affordable healthcare to older adults and people with disabilities.

Solution:

The redesigned website has a completely new look and feel. Because the site is used primarily by an older audience, ease of navigation and an intuitive design architecture were key to our strategy. The large, attractive content areas and minimal text highlight important information without cluttering the site, and an optional contrast version optimizes website usability for the client’s target demographic. A new donation page was also created for easier pathways for giving.

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