Action Against Hunger

The challenge

Over 20% of children under five globally* are affected by stunting due to undernutrition, a shocking statistic that highlights the ongoing food issues impacting millions worldwide. Although the trend is downwards, factors like entrenched inequality, climate change and social turmoil mean that there is still plenty of work to be done. 

Action Against Hunger (AAH) has been tackling this issue for 40 years, using innovative, community-focused methods to fight for a world that is free from hunger.

The brief

The old AAH site was outdated, with a user experience that lagged behind sector peers. It did not reflect Action Against Hunger’s identity or impact and only hinted at the personal stories at the heart of its work.

Their influential research needed a far more inviting layout, with clearer user journeys that tempted browsers to take action.

The process

We collaborated towards a site that encourages users to browse beyond the key landing pages and begin a meaningful relationship with Action Against Hunger – whether through sharing content, taking a campaign action, making a donation or applying for a job. 

We put research at the heart of this process, building on their existing audience knowledge to create user personas and journeys that offer a blend of inspiration, aesthetic value and information, supported by our rich content strategy workshops.

The solution

The website design and functionality are inclusive for all AAH’s audiences, whether a journalist, policymaker, casual site visitor or committed meaning seeker. The design stays true to the brand identity while pushing it further to solve uniquely digital challenges. 

The range of components appearing in different ways across different pages, gives the content editors flexibility, while still appearing on-brand and meeting priorities uncovered in the content strategy. 

The curated ‘Our impact’ page brings storytelling to the fore, displaying human stories in a much more ‘editorial’ approach than many listing news pages. Subtle motion and parallax enliven the design, while a vibrant image delights users in the footer. 

As well as the option to share on social media, each blog article asks users to take an action, with ‘related content’ components ensuring no dead-end journeys. The flexibility of the Page Builder components built into the bespoke WordPress CMS enables content producers to create enticing pages, featuring promos, image galleries and calls to action.

The clean and clear design strips away unnecessary distractions, enabling users to read and take action on hunger. With fantastic responses from the AAH team, phase two of the site is already underway, with a focus on interactive maps, the careers portal and online petitions. For now, we’ll continue supporting Action Against Hunger, their team and their vision of a world free from hunger.

* According to the WHO, over 20% of children under five globally are affected by stunting due to undernutrition.

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