Member Article

Amnesty turns to Code Computerlove

Human rights group Amnesty International has appointed Code Computerlove to deliver its new global website. The overarching objective of www.amnesty.org is engaging audiences around the world and creating human rights change.

Amnesty International is a global movement of more than 7 million people who campaign for a world where human rights are enjoyed by all. It has a clearly established mission: for every person to enjoy all the rights detailed in the Universal Declaration of Human Rights and other international human rights standards.

Millions of people across the globe rely on www.amnesty.org for relevant and easy to understand information from Amnesty International, as well as for unique access to its in-depth research and expertise on human rights issues. The site needs to cater for the differing needs of its diverse audiences.

Code Computerlove’s appointment follows a research and discovery project carried out by the agency to shape the strategic role of the website and its features, from content, information architecture and user journeys to the CMS that best suits the organizational needs and technical requirements.

Following the agency’s appointment by Amnesty International, the website design and build project will now be delivered by Code’s multidisciplinary team of specialists across Strategy, User Experience, Analytics, SEO and Copywriting, in tandem with a Definition phase to ensure that the content strategy is in line with the evolution of the website itself.

Tony Foggett, CEO of Code Computerlove, said: “The aim of the new site is to help Amnesty International to engage with new and younger audiences, to help people to understand what Amnesty International stands for and to motivate people to take action.

“It’s a very competitive landscape but having defined in detail the objectives, brand audiences, competitor landscape, performance capabilities and current technologies, we are in a strong position to implement what is required to really help the organization to use its website to support its human rights goals and engage with online audiences around the world. On-going performance testing will then ensure the site’s ongoing evolution.

“Code has a long track record working with the not-for-profit sector to engender organisational transformation through digital excellence and we’re confident that by working in partnership with Amnesty International and putting digital at the heart of its activities there will be clear tangible benefits throughout the organization, not only in terms of increased actions but also by delivering more cost-effective ways to achieve effective communication to all corners of the world.”

Tony added: “This is an important project for the agency, and one that will involve all areas of our business – from the design and build teams, through to our user experience and social media experts. We will be working with Amnesty International to get the most return from all of its digital collateral.”

The new version of Amnesty.org will also support the organization’s country-based websites, directing visitors from the global website to local activism and/or donation sites, where relevant.

Matt Haigh, Head of Design at Amnesty International, added, “There are huge opportunities for Amnesty International in the digital space, especially in the arena of online activism for human rights. We are looking forward to delivering a web site that can capitalize on these opportunities, communicating effectively with our global movement, backed up with a scalable and effective web content management system which will help enhance the user-experience. Code has demonstrated that it has the passion and capabilities to help us to achieve on these digital goals.”

Ends. For media information contact Kirsty Hunt at Code Computerlove. kirsty.hunt@codecomputerlove.com M: 07816 876091. T: 0161 276 2080 www.codecomputerlove.com

This was posted in Bdaily's Members' News section by Kirsty Hunt .