Nonprofit, zero content — designing a durable framework before content exists.

1,262
-1

Published on

Presentation by Chris Atherton at Confab London, March 2013.

Nonprofit, zero content — designing a durable framework before content exists.

  1. 1. Nonprofit, zero content: Ambassador designing a durable framework Evangelist before content exists Campaigner Chris Atherton Active supporter @finiteattention Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiser Passive stigmatiser Unaware
  2. 2. we don’t talk about mental health And because we dont,other people dont either. Stigma :-/
  3. 3. Mad props to @numiko for winning this work and for letting me loose on it!
  4. 4. “people with mental health problems are weird” Kids dont have to be very old before they understand this.
  5. 5. 1 in 10 The proportion of young people who experience mental health problems. Thats like 2 - 3 per class.Like puberty doesnt already suck enough!
  6. 6. non-profitsNot the poor relation youd expect.Non-profits get goodwill in spades.We were able to harness that here.
  7. 7. talking to young peopleGolly, I loved doing this. The young people we spoke to were so awesome. And we got such rich data.
  8. 8. card sort (worst. photo. EVER.)When youre documenting your work, it will look better than this. Right? Right.
  9. 9. Jason reactive supporter Assumption surfaced:young people are uncriticalconsumers of social media.
  10. 10. Abby unconscious discriminatorAssumption surfaced: young people already understand mental health, and why the campaign is relevant to them.
  11. 11. Jen aware sympathetic Assumption surfaced: desire to support campaign= desire to share/publicly support it.
  12. 12. Nate active supporterAssumption surfaced: young people who already actively support the campaigndont need resources to help them do it.
  13. 13. (map: shitty first draft)
  14. 14. Getting there — just trying to figure out whereusers are now, and where they might end up.
  15. 15. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiser Passive Advocate stigmatiser Unaware Supporter sympathetic Unconscious Blissfully Aware and sympathetic Knowledge/experience stigmatiser ignorant Unaware Engagement Aware but stigmatisingcampaign engagement
  16. 16. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiser Passive Advocate stigmatiser Unaware Supporter This map almost inadvertently became the Knowledge/experience Unconscious stigmatiser Blissfully ignorant sympathetic Aware and sympathetic Unaware Engagement content framework. Aware but stigmatisingcampaign engagement
  17. 17. Nudge embodies the principle thathelping people make the right choices is easier if you help them choose small, manageable, good actions.
  18. 18. Ambassador Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiser Passive Advocate stigmatiser Unaware Supporter sympathetic Unconscious Blissfully Aware and sympathetic Knowledge/experience stigmatiser ignorant Unaware Figuring out what those small actions are, Engagement Aware but stigmatising and making content that fits.
  19. 19. Shauna Marie conscious passive stigmatiser stigmatiserHere are two personas we didnt speak to and possibly couldnt reach.
  20. 20. Active supporter Worried- about- myself individual Reactive supporte Aware sympathetic Concerned friend Conscious stigmatiser Passive stigmatiser Unaware sympathetic Knowledge/experience Unconscious Blissfully stigmatiser ignorant EngagementBut actually, we only had to reach their peers — and make shareable content for them.
  21. 21. We used our personas, journeys and contentframework to inform information architecture and content for the young peoples site.
  22. 22. Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter unconventional use Aware sympathetic Concerned friend Personas usually seem like stable constructs, Passive stigmatiser Unaware but here I am, saying one persons is going to sympathetic Aware and sympatwledge/experience Unconscious Blissfully convert to another … stigmatiser ignorant gement Aware but stigma
  23. 23. Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter attitude and knowledge Aware sympathetic Concerned friend … but this approach seems to lend itself Passive stigmatiser Unaware quite nicely to people undergoing sympathetic Aware and sympatwledge/experience Unconscious Blissfully learning and attitudinal journeys. stigmatiser ignorant gement Aware but stigma
  24. 24. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiserThe client really liked the map, and said they Passive stigmatiser Advocateuse it all the time as a quick visual reference, Knowledge/experience Unconscious Blissfully Unaware sympathetic Supporter Aware and sympathetic stigmatiser ignorant as well as a content framework. Engagement Unaware Aware but stigmatisingcampaign engagement
  25. 25. Thanks to Ambassador Evangelist @numiko and @timetochange Campaigner Let’s talk! Active supporter Worried- @finiteattention about- myself individual Reactive supporter Aware sympathetic Concerned friendConsciousstigmatiser Passive stigmatiser Unaware

×