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

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Presentation by Chris Atherton at Confab London, March 2013.

Presentation by Chris Atherton at Confab London, March 2013.

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  • 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. we don’t talk about mental health And because we dont,other people dont either. Stigma :-/
  • 3. Mad props to @numiko for winning this work and for letting me loose on it!
  • 4. “people with mental health problems are weird” Kids dont have to be very old before they understand this.
  • 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. non-profitsNot the poor relation youd expect.Non-profits get goodwill in spades.We were able to harness that here.
  • 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. card sort (worst. photo. EVER.)When youre documenting your work, it will look better than this. Right? Right.
  • 9. Jason reactive supporter Assumption surfaced:young people are uncriticalconsumers of social media.
  • 10. Abby unconscious discriminatorAssumption surfaced: young people already understand mental health, and why the campaign is relevant to them.
  • 11. Jen aware sympathetic Assumption surfaced: desire to support campaign= desire to share/publicly support it.
  • 12. Nate active supporterAssumption surfaced: young people who already actively support the campaigndont need resources to help them do it.
  • 13. (map: shitty first draft)
  • 14. Getting there — just trying to figure out whereusers are now, and where they might end up.
  • 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. 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. Nudge embodies the principle thathelping people make the right choices is easier if you help them choose small, manageable, good actions.
  • 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. Shauna Marie conscious passive stigmatiser stigmatiserHere are two personas we didnt speak to and possibly couldnt reach.
  • 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. We used our personas, journeys and contentframework to inform information architecture and content for the young peoples site.
  • 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. 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. 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. 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

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