The challenge
Three audiences had to be served by one site and they wanted different things. Supporters at home wanted something to rally behind and share. The diaspora wanted a way to help from a thousand kilometres away. International policymakers wanted the case, the evidence, and the heritage argument laid out without adjectives. You cannot write one page for all three, and you cannot let the campaign say three different things, because inconsistency is the first thing an opponent points at.
What I did
I let the structure do the work the copy could not: separate paths for separate readers, one message underneath all of them. Multilingual support shaped the content model from the start rather than being added at the end, because a campaign arguing for international recognition that only speaks one language argues against itself. Then the unglamorous part, an SEO-friendly structure so the campaign owned the answer when someone searched the question.
Results
- One platform serving supporters, diaspora, and international policymakers without diluting the message
- Multilingual built into the content model from the start, not retrofitted
- An SEO-friendly structure, so the campaign was findable on the day a person went looking rather than only visible to people already following it
Kosovo in UNESCO campaigned for Kosovo's membership in UNESCO. I built the web platform behind it.
Three audiences had to be served by one site, and they wanted different things. Supporters at home wanted something to rally behind and share. The diaspora wanted a way to help from a thousand kilometers away. International policymakers wanted the case, the evidence, and the heritage argument laid out without adjectives.
You cannot write one page for all three. You also cannot let the campaign say three different things, because inconsistency is the first thing an opponent points at. So the structure did the work the copy could not: separate paths for separate readers, one message underneath all of them.
Multilingual support was not a feature we added at the end. It shaped the content model from the start, because a campaign that argues for international recognition and only speaks one language argues against itself.
Then the unglamorous part. An SEO-friendly structure, so that when someone searched the question, the campaign's answer was there instead of somebody else's. Reach is not a poster. It is being findable on the day a person goes looking.