California Tobacco Control Program
The California Tobacco Control Program (CTCP) needed a mobile-first platform to educate parents and others about the growing use of flavored vape products among kids, and the harmful impact nicotine has on the developing brain.
We spoke to Californians to discover how we could best arm them with the information, incentives and tools needed to voice their concerns to their local leaders, and, most importantly, their kids.
In the first three weeks after launch, we drove more than 5.5k downloads of a guide created to help parents talk to kids about tobacco use — that’s a 500% increase over the last iteration of the site. And we received the Platinum prize in Social Good from the 2019 Hermes Creative Awards!
User-friendly information architecture
With such a wide breadth of fact-based information to share, we needed a format that was easy to understand and highly engaging. We crafted eye-catching, bite-sized modular experiences throughout that were easy to digest at a glance, despite the gravity of the issues at hand.
Brevity, clarity and high impact were our aim. We kept the storytelling to a powerful minimum, and designed the gridded page flow to be simple and intuitive. Subtle instances of movement and powerful imagery helped key messaging pop.
Agile, data-driven, and action-oriented
With less than two months to conduct user testing, concept, design, and build the site, we leveraged both qualitative and quantitative feedback to drive feature and prioritization and inform our content strategy and site architecture. Our primary objective was to inspire action, and we provided a range of effective ways to do that: letter writing, conversation guides, and module-by-module social sharing opportunities.