iiD won the Webby Award for completely revamping the program brand experience to bring it up to date with current teen user expectations.
That’s Not Cool campaign originally launched in 2009 by non-profit organization Futures Without Violence to address the digital relationship issues of younger transitional tweens and teens. However, over time the program had matured with many of their active users in their late teens as well as there being dramatic changes in the ways young people use mobile and social. Key goals for the redesign were to help recruit new members, drive engagement through user-generated content, and increase social sharing of the program messages. ThatsNotCool.com won The 2016 Webby Awards for the charitable organization/non-profit category.
To better understand the needs, attitudes and behaviors of current teen users, iiD held design workshops with students in high schools in San Francisco. Rather than steering the conversation in a specific direction, our design-driven method gave teens the opportunity to have peer discussion, sketch and brainstorm. Workshop findings included teen preferences for imagery and stories from their daily lives, bold use of vivid color, clean app-like UI design, and opportunities for users to create and connect with each other through the site.
From our research, we understood that Gen Z cares about issues and wanted to real data before advocating for us. From this sprang the That’s Not Cool Data content section that featured highly visual infographics with stats on serious teen issues made to be highly shareable. We also knew that our users needed creative opportunities so we created the Ambassador Stories to allow users to post videos, photos and text in a magazine like UI with app-like filters to focus browsing.
Branding and Responsive Design
That’s Not Cool site needed to be completely redesigned to be a relevant brand to teens today. Our research shows that Gen Z is more interested in social causes than the past Gen Y crowd, when the site was originally created. As a creative direction we needed to move away from “entertaining” with funny sock puppets to instead speak with them as respected young people. As a personality, we designed the site to be energetic, smart, interactive and real. We used imagery that captured the diversity and energy of these young people’s lives and passions.
Organic search traffic increase due to content marketing.
Traffic growth from user social sharing.
Mobile user increase due to responsive design.
A complete “rethink” of the campaign strategy, brand and design to attract and engage socially aware teens.