The Drum Recommends: Commended - Born + Raised Transform a website to change behaviour for Keep Britain Tidy

Transforming a website to change behaviour for 'Keep Britain Tidy'

The Drum Recommends: Commended is highlighting Born + Raised who helped transform a website for 'Keep Britain Tidy'.

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Keep Britain Tidy are an independent charity that has a huge impact on environmental issues. They clean up far more than litter. To keep their digital presence fresh and innovative, the brand needed an energising new website to engage the British public.

Not just rubbish

It’s been an amazing journey for Keep Britain Tidy, who started out life as an anti-litter campaign in 1955. The brand works with a wide range of major organisations, as well as with local authorities, on large-scale behavioural change projects. They approached us because their website was cluttered and dated, and didn’t reflect the full breadth and scope of the brand’s work and vision.

Everything in the right place

A key requirement for the new website was the need to seamlessly link with a new CRM system to improve the brand’s public face and their service provision. It also needed to raise awareness of the brand’s impactful work, and make it easier for supporters and partners to get involved.

When you’re called Keep Britain Tidy there’s a real onus on you to have an online presence that lives up to your name. So the first task was to declutter the website to create a tidier, more logical journey for users – who include the general public and a range of partners and local authorities – all with very different needs and interests.

Disrupt, inform and impact

The extensive website holds over 60 years’ worth of information – making an easy user experience a critical requirement. Features include an event search, logged in area for network members, dedicated campaign areas, a pledge form and donations area.

We created a fresh site map, which segments the content by audience, so that each user can quickly and easily find the information they’re looking for. We also created dedicated login areas for members of the public, making it simpler and easier to organise events and keep track of information.

And, of course, we didn’t miss the opportunity to make sure there was a prominent donate button and page to drive those all-important donations.

Numbers that clean up

The website launch coincided with the launch of the 2018 Great British Spring Clean campaign in Parliament. Since then, Keep Britain Tidy has seen the average bounce rate reduce by 25% and the number of incomplete website registrations reduce by 13%.

“Our fantastic new website supports all those who want to take action to eliminate litter, bring an end to waste and create a great environment on their doorstep.”

Allison Ogden-Newton, Chief Executive

To find out more on Born + Raised agency visit their The Drum Recommends profile.

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