• March
• For
• Our
• Lives

The Challenge

March for Our Lives is a student-led organization that advocates for gun control legislation. To honor the anniversary of the Parkland shooting and the protests that followed, they organized marches across the country.

March for Our Lives needed an engaging, central website to house information about the legislation they were supporting and the rallies they were holding. And they needed it quickly. To rally support in the lead up to the marches, we rallied too, helping the team secure internal buy-in, strategize and develop, and get a compelling website to market rapidly.

Project Snapshot

• Industry
  Non-profit
• Category
  Digital experience
• Services
  Creative Strategy, Web Design, Web Development

FWD Thinking in Action

A digital experience to drive people to the streets.

March for Our Lives needed an impactful, effective site which would quickly engage their young demographic and irresistibly drive them to action.

ABOUT THE WORK

Driving action everywhere
While the main goal of the website was to encourage people to rally with them, it also needed to encourage donations and other forms of engagement. We designed and developed an intuitive, well organized website that would foster multiple levels of involvement without detracting from any of them.

UX is everything
UX was the strategic priority. We offered four calls to action — rally with us, donate, sign a petition, and stay connected — to determine site structure and keep the emphasis on the rally. We incorporated a donation pop-up, a proven way of increasing donations, and highlighted the movement’s progress to demonstrate to supporters that their involvement makes a difference.

Striking the tone
March for Our Lives is a passionate, hopeful, student-led organization, but they’re also fed up with the lack of progress on gun control and the frequency of mass shootings. The tone of the creative needed to reflect this, striking a balance between optimism and the frustration we know our supporter base holds. We designed a website that was serious, but geared toward youth, and reflected the no-nonsense, compelling activism of the group.

Power in their pockets
Based on their demographics, supporters are more likely to access the web on mobile, so we took a true mobile first approach to ensure the site was impactful on smaller screens. An opening animation succinctly captured progress made, setting the tone for the website. The flow from there focused on the rally, but made sure to emphasize the other ways that supporters could get involved.