DefenceCare - Fighting New Enemies

Campaign Website Strategy & Design


CAMPAIGN OBJECTIVE 
The Fighting New Enemies campaign aimed to help raise awareness and donations for Australian veteran's and their families who face new enemies such as PTSD and depression when they return home from conflict.
My role: Website Concept, UX Research, Strategy, UI and Visual Design.

The PROBLEM
Returning service men and women often suffer problems when re-integrating into society such as dealing with mental and physical injuries, finding work, re-connecting with friends and family, depression and anxiety.
DefenceCare, a not-for-profit charity, offer support but rely on public donations to provide financial aid.


THE IDEA
A campaign website that raises awareness and debunks common misconceptions about PTSD by humanising them through deeply moving stories about the 'new enemies' veterans faced when returning from conflict. This would act as the main hub for donations, collecting traffic from all campaign activity including tv placements, social activity, PR, banner ads and outdoor.
STRATEGY & RESEARCH
The content driven strategy focused on developing powerful stories through emotional interviews with veterans, compelling people to donate and share. The impactful content was optimised with key search terms to reach other suffering veterans searching for information. This helped show them that they are not alone in the fight against these new enemies.

UX DESIGN 
A simple IA was mapped out before wireframes and a prototype were designed to accommodate the stories.
User testing was then conducted, with the prototype being refined to user feedback.

UI & VISUAL DESIGN 
The visual design mirrored the tone of the wider campaign and sat within an interface that allowed for quickly scannable and shareable content. Video transcripts were also included for accessibility and an SEO boost.




SOCIAL MEDIA 
Social media played an important role in the campaign, directing traffic to the website from video teasers and powerful quotes that were seeded out across social media by brand ambassadors. 

OUTCOME
The website was launched in the lead-up to Remembrance Day with the lead video receiving over 10 thousand online views within the first week and an immediate spike in donations being recorded.

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