The new Unicef UK website is designed to present the organisation’s mission in a way that elicits profound emotional engagement and drives users to take action, by making use of immersive storytelling techniques, editorial flexibility, bold visual design, contextually relevant calls to action and beautifully simple supporter journeys.

Aiming to unleash their creativity, the new site would provide Unicef editors with a suite of editorial tools which empower them to devise and publish an almost unlimited variety of different content types and calls to action.

This flexibility - along with bold typography and iconography - would allow for the creative interweaving of images, text and video to tell heart-rending stories, communicate urgency and invoke empathy. Editors would now be able to tailor content to particular audience segments, developing the organisation’s core story and providing contextually appropriate calls to action which provide a positive, hopeful ending to emotionally charged narratives.

Making use of WordPress as a content management system, the team building the website constructed an easy-to-use page builder for editors - a drag-and-drop interface that would enable them to easily combine text, images and video to tell heart-rending stories, communicate urgency, invoke empathy and provide users with clear calls to action.

A front-end built on the Twig templating system and a responsive grid built around Susy, allows bold typography to communicate urgency and bold, bright visual design to communicate hope and positivity, seamlessly across devices and browsers.

Since launching in November 2016, site-wide conversion rates across unicef.org.uk have more than doubled. Cash donations are up 55% per visitor. In December, online donations increased more than 100% compared to the previous year, setting a new monthly record for for Unicef UK online donations.