Rotary International

Playing a key role in ending polio globally

A closeup of an East Indian boy's face with his fingers clasped in front of his mouth
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We worked with stakeholders to determine a content strategy which would enable their users to more intuitively access and engage with content, to deliver a CMS which would empower Rotary stakeholders to update content with ease across 8 different languages, and to refresh the brand for their End Polio online presence.

Challenge

Rotary International’s audience spans the globe, including users in geographies with less developed infrastructure and Wi-Fi. Over the years, the website had become bloated and the content tricky to locate and access, often relying on users to download large zip files to find information. Housing such a wealth of information in PDFs put a burden on the user and also had implications for SEO and searchability. The look and feel of the website was also outdated, and required a refresh in order to bring it up to par with user expectations.
End Polio Now logo
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End Polio Now website
https://www.endpolio.org
Map of polio incidence wordwide in 1988
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Map of polio incidence wordwide in 2012
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Insights

  • Over 1 million engagements in the first three months of the site launching
  • 69% increase year on year
  • Registration of global events for World Polio Day saw an increase of 46% year on year
  • newsletter sign-ups increased by 68% within the first three months of the site launch
Screenshot of the End Polio website showing current statistics for polio incidence in three countries: Afghanistan, Pakistan and Nigeria
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Screenshot of the End Polio website showing three calls-to-action: Learn, Donate and Share
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Screenshot of the End Polio website showing a countdown to World Polio Day, in English
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Screenshot of the End Polio website showing a countdown to World Polio Day, in Japanese
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Screenshot of the End Polio website showing a countdown to World Polio Day, in Portugese
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Solution

Working closely with Rotary, we focused on delivering a robust content strategy which would see valuable content extracted from PDFs and chunked up to live on-page so that users could access content more easily. Throughout this process, we focused on ordering content in a way which would drive participation and donation. We did this by prioritizing three key areas:

  • Education - ensure that users understand the problem even if they aren’t faced with it in their daily lives.
  • Relevance - help people to understand why they should care about the problem of polio.
  • Empowerment - give everyone easy-to-achieve ways to help the cause.

We also delivered a brand refresh for the End Polio site, focused on supporting the refreshed content and discovery process. Although this refresh was initially intended specifically for the End Polio site, stakeholders agreed that it provided the perfect direction for their other digital properties and it has therefore been further refined and applied to the main Rotary International website.

Screenshot of the End Polio website homepage
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Screenshot of the End Polio website page titled 'Why End Polio?'
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Results

The finished site offers a new, refined focus that puts the user and their discovery at the heart of the design. Engagement with the new site has far exceeded expectations with over 1 million engagements logged in the first three months of the site launch - a 69% increase over 2015. Registration of global events for World Polio Day also saw an increase of 46% over 2015, and newsletter sign-ups increased by 68% within the first three months of the site launch.

Services

Technology

  • Technical Strategy
  • Front-end Development
  • Back-end Development
  • Drupal Customization
  • Systems Architecture
  • Quality Assurance
  • Dev-ops

Strategy

  • UX Strategy
  • Content Strategy
  • Information Architecture
  • User-flows
  • Design System Creation
  • Launch Plan

Design

  • UX Design
  • Art Direction
  • Creative Direction
  • Visual Design

Content

  • Image Selection

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