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

Consciousstigmatiser

Aware sympathetic

Concernedfriend

Worried-about-myself

individual

Unaware

Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

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.


Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant

Unconscious stigmatiser

Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

Advocate

Supporter

Aware and sympathetic

Unaware

Aware but stigmatising

Knowledge/experience

Engagement

knowledge/experience

campaign engagement


Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

Advocate

Supporter


Unaware



Engagement


campaign engagement

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.


Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

Advocate

Supporter


Unaware



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.


Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

Advocate

Supporter


Unaware



Engagement

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.

Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist




Engagement

unconventional use

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

convert to another …

Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist




Engagement

attitude and knowledge

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


Aware sympathetic

Concernedfriend


individual

Unawaresympathetic

Blissfullyignorant


Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

Ambassador

Advocate

Supporter


Unaware



Engagement


campaign engagement

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.


Aware sympathetic

Concernedfriend


individual

Unaware

Passivestigmatiser

Reactive supporter

supporterActive

Campaigner

Evangelist

AmbassadorThanks to@numiko and @timetochange

Let’s talk!@finiteattention

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

Documents

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