Campaign-based microsite designed to raise awareness of domestic violence.
The campaign was a joint promotion by the women’s charity Refuge and Avon cosmetics.
The site’s main goals were to promote the wearing of a symbolic necklace, to encourage the signing of a petition, to raise awareness by allowing site visitors to download a poster and display it where other members of the public can see it.
There was also a facility that allowed users to import their address books from their PCs and from most of the larger email services (GoogleMail, Hotmail, MobileMe, etc) and send your friends an email encouraging them to visit the campaign site.
There were a number of challenges to this project, such as a relatively light amount of content and some potentially complex interactions, and a couple of forms that users were asked to complete, and my role on the project was to define the overall information architecture, page layouts, and user journeys for all the site’s interactive elements.
Coupled with this was an over-arching requirement that the site be simple, clear and easy to use for even the most inexperienced web user.
The campaign was endorsed by the actress Reese Witherspoon, who was interviewed on Jonathan Ross’ BBC chat show, promoting the campaign. A large screenshot of the microsite homepage was shown on the video screen in the background for the duration of the interview.
