Ethiopiaid.
A global platform for charitable giving.
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We all like to think we’re making the world a better place. But few people deliver on that mission like the Ethiopiaid team.
About the project…
The Problem.
The Ethiopiaid brand needed to come to life online, reflecting the charity’s game-changing vision. The site had to deliver well sign-posted content designed to engage visitors, promoting an emotional response to the stories told.
The Solution.
We focused not only on Ethiopiaid’s mission and their operational challenges, but on emerging trends within the charity sector that would support their organisational goals.
Research indicated that users would respond well to our central creative concept of individual Ethiopians rewriting their own stories.
The idea of ‘rewriting a better future’ positions aid recipients as the heroes of their own stories. It also challenges us to rethink tired ‘white saviour’ narratives that have persisted around economic aid for many African countries.
The Results.
WEBSITE USERS
+113%
TIME ON SITE
+91%
CONVERSIONS IN FIRST 2 MONTHS
1,000+ donors