ActionAid International

Strategy and content strategy for a new website

What needed doing

ActionAid International needed a new website. The purpose of the global secretariat website needed clarifying. ActionAid country offices around the world needed an effective, and easy-to-use website platform, and guidance to create great websites themselves. The ActionAid brand needed modernising. Their content needed to be better, more recognisably ActionAid, and more consistent.

How we did this

We pulled together a dream team of agile Drupal developers from Agile Collective, a graphic designer and brand expert from Big Fan, and a digital strategist and a content strategist from Contentious.

We worked with this team for eight months in agile sprints to build a new website and platform for the global secretariat and 30 international ActionAid offices.

Contentious led on the strategy and the content strategy. We ran virtual and real-world workshops with stakeholders around the world. We created a vision, a core content strategy, design and content principles, personas, brand personality traits, a content model, an information architecture, an online voice, tone and style guide, exemplar content, an editorial checklist and wireframes. We edited the top-level content and wrote the microcopy.

“We needed a new website, but we needed more than just the technology. We really needed an independent source of expertise to assess and improve our editorial workflows as an integrated component of the website rebuild project.

“Contentious worked wonderfully with all of our stakeholders. Throughout the project, Contentious provided a guiding hand to the strategic direction of the project.”

Rob Safar, digital producer, ActionAid Global Secretariat


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