HUGE Strengthens Grassroots Activism with a New ONE.org
July 8, 2009
BROOKLYN — HUGE recently launched a site the agency is personally very passionate about: the new online home for notable non-profit ONE. The organization, with 2.4 million members and over 100 partnerships with other humanitarian organizations, had a strong foundation to build from in the site redesign. The agency focused on evolving the site to become a truly inspiring educational resource for activists, organizations and politicos alike.
HUGE reviewed ONE.org’s content from a micro to macro level, overhauling the site’s structure and taxonomy to elevate the issues and policies advocating ONE’s mission — combining political activism with grassroots mobilization in their fight against global poverty and AIDS. Tying together blogs, white papers, articles and events through the use of cross-referencing navigational tiers, ONE.org is now a highly usable education center for users from all of ONE’s audiences.
“We wanted to make the site feel actionable and encourage people to participate, whether it was signing a petition, joining a group or simply increasing awareness,” says Gene Liebel, Partner at HUGE. “HUGE’s expertise in content strategy made this a dream project that our team was proud to take part in.”
Taking cues from the existing brand image, HUGE evolved ONE’s online visuals to balances depth of information and emotional appeal. A high-contrast visual design that makes bold use of photography and maximizes space keeps the user focused on membership sign-up, visits to policy pages, and email alert participation.
Planning for the long term, HUGE trained ONE.org on best practices by templatizing key pages, giving them the ability to comment on and react to events and policy issues quickly. The site was designed so that the U.S. version could be easily modified and rolled out to multiple countries.
The new ONE.org is enjoying a warm reception from individuals as well as partner organizations. HUGE is honored to have worked with ONE to help them realize the digital portion of its mission.
About ONE
ONE is a grassroots campaign and advocacy organization backed by more than two million people who are committed to the fight against extreme poverty and preventable disease, particularly in Africa. Cofounded by Bono and other campaigners, ONE is nonpartisan and works closely with African policy makers and activists. At ONE, we achieve change through advocacy. We hold world leaders to account for the commitments they've made to fight extreme poverty, and we campaign for better development policies, more effective aid and trade reform. We also support greater democracy, accountability and transparency to ensure policies to beat poverty are implemented effectively. ONE works closely with policy experts, African leaders, and anti-poverty activists to mobilize public opinion in support of tested and proven methods for tackling poverty. At ONE, we believe the fight against poverty is not about charity, but about justice and equality.
HUGE is responsible for core digital strategy and implementation for some of the largest companies and brands in the world. Founded in 1999, the company has evolved a methodology and a culture that combine the most powerful aspects of research, user-centered design, technology and marketing to meet client objectives. The online businesses designed and developed by HUGE generate over $12.3 billion in annual revenue and are visited by more than 150 million visitors each month. The company has over 225 employees in offices in New York, Los Angeles, London and Stockholm. HUGE is part of the Interpublic Group of Companies.
For more information, please contact press@hugeinc.com or +1 718 233 3943.