ClientInspire Foundation |
TypeYouth Non-profit |
|---|
Australia's wildly successful site for helping teens comes to the U.S.
ReachOut is a portal aimed at engaging young people wrestling with tough life issues. Founded in Australia and spread to America by the non-profit Inspire USA Foundation, the site has been lauded for its substantial role in lowering youth suicide rates.
btrax's team conducted extensive traffic analysis and usability testing in advance of an Ad Council campaign worth $42 million to promote the website. The reorganized content and navigation cues increased time on site and included a streamlined system for collecting multimedia stories from youth.
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Challenges
- Create a space where youth are encouraged to gain awareness about mental health issues in an open-conversation with their peers
- Produce a site that solves previous ADA compliance issues and gives access to a wider demographic
- Redevelop Inspire Foundation's flagship website within a rapid timeframe in advance of a $42 million Ad Council print, billboard and web campaign
- Enable visitors to add user-generated content to the site without extensive coding know-how
- Assess both current and alternative third-party solutions to increase site usability and engagement
- Lacks ability to add new content to the site without extensive coding know-how
- Work with multiple stakeholders from non-profit organizations, governmental agencies and ad industry leaders
btrax Solutions
- Balanced factual resource content with relevant and savvy personal stories, in addition to adding a new commenting system and social media icons to faciliate user interaction
- Faciliate user interaction with high visibility social media tools and robust commenting system
- Created edgy design to appeal to the target 16-24 year old demographic that meets ADA compliance
- Coordinated with Inspire Foundation's U.S. and Australia offices as well as with the campaign's New York City based ad agency
- Seamlessly integrated features to allow for user commenting, polling, and surveying that complement the site's content
- Built sophisticated backend for users to submit video, audio or text stories, in addition to a CMS for the client to easily manage all submissions
- Collaborated with Ad Council and the Substance Abuse and Mental Health Services Administration (SAMHSA) to refine messaging and site organization
Results
- Site traffic after re-launch by btrax increased by 10 times
- High traffic days range up to 13,500+ unique visitors per day
- Nearly a half million page views in the first 8 months
- Live streaming video chat via Justin.tv with LPGA golfer and model Anna Rawson
- Joined forces with DoSomething.org, Lifeline and 4 other organizations for Suicide Awareness Month campaign
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