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Nonprofit, zero content:designing a durable framework before content exists

Chris Atherton

@finiteattention

we don’t talk about mental health

And because we don't, other people don't either.

Stigma :-/

Mad props to @numiko for winning this work and for letting me loose on it!

“people with mental health problems are weird”

Kids don't have to be very old before they understand this.

1 in 10

The proportion of young people who experience mental health problems.

That's like 2 - 3 per class. Like puberty doesn't already suck enough!

non-profits

Not the poor relation you'd expect. Non-profits get goodwill in spades. We were able to harness that here.

talking to young people

Golly, I loved doing this. The young people we spoke to were so awesome. And we got such rich data.

card sort

(worst. photo. EVER.)When you're documenting your work, it will look

better than this. Right? Right.

Jasonreactive supporter

Assumption surfaced: young people are uncritical consumers of social media.

Abbyunconscious discriminator

Assumption surfaced: young people already understand mental health, and why the

campaign is relevant to them.

Jenaware sympathetic

Assumption surfaced: desire to support campaign

= desire to share/publicly support it.

Nateactive supporter

Assumption surfaced: young people who already actively support the campaign

don't need resources to help them do it.

(map: shitty first draft)

Getting there — just trying to figure out where users are now, and where they might end up.

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campaign engagement

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This map almost inadvertently became the content framework.

Nudge embodies the principle that helping people make the right choices

is easier if you help them choose small, manageable, good actions.

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EngagementFiguring out what those small actions are, and making content that fits.

Shauna Marieconscious

stigmatiserpassive

stigmatiser

Here are two personas we didn't speak to and possibly couldn't reach.

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But actually, we only had to reach their peers — and make shareable content for them.

We used our personas, journeys and content framework to inform information architecture

and content for the young people's site.

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unconventional use

Personas usually seem like stable constructs, but here I am, saying one persons is going to

convert to another …

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attitude and knowledge

… but this approach seems to lend itself quite nicely to people undergoing learning and attitudinal journeys.

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The client really liked the map, and said they use it all the time as a quick visual reference,

as well as a content framework.

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AmbassadorThanks to@numiko and @timetochange

Let’s talk!@finiteattention