Ration Challenge
We created the full user experience for Act for Peace’s Ration Challenge in 2018, across both print and digital (website and fundraising platform).
The project had a relatively late start, so we kicked off with a fairly intensive discovery phase to help us get up to speed on the campaign. We had a series of meetings with the Ration Challenge team at Act for Peace, and read through the extensive project documentation, including supporter survey responses and detailed analysis of the previous Ration Challenge campaigns.
We then moved into a creative phase where we worked with the Ration Challenge team to develop the visual approach for the 2018 campaign. We were aiming for an authentic look and feel – in keeping with one of the core attributes of the campaign – combining the real textures from the field with the raw elements from the challenge.
Once the creative had been agreed, we moved into production across a wide front:
Importantly, the work didn’t stop as these various components were completed and launched. We were also closely involved in tracking and monitoring the ongoing performance of the various digital elements – particularly the form-based processes – and making tweaks and adjustments as needed to help maximise engagement and conversion.
It was another hugely successful year for the Ration Challenge. Many thousands of Australians took part in the main event, the schools campaign exceeded all expectations in its pilot year, and the New Zealand campaign smashed its initial registration target within 3 weeks of launch. As a result, the total amount raised by the challenge since it first began broke through the $8 million mark.
The technology choices we made – particularly the multi-site WordPress instance and the highly flexible peer-to-peer solution – meant that we were able to expand the Ration Challenge into a second territory rapidly, and customise the proposition to suit the schools’ context quickly. Our choice of a custom registration flow enabled us to tweak and optimise a crucial element of the overall proposition as the campaign progressed. The fully integrated data flow gave Act for Peace the data they needed to operate data-informed stewardship. And the mobile app we delivered successfully demonstrated the potential of putting the Ration Challenge into people’s pockets, by both enhancing their experience and increasing their engagement.