Turning the Tragedy 9/11 into a Way to Give Back

Client: Bob Woodruff Foundation

Since 2006 The Bob Woodruff Foundation has been dedicated to ensuring post-9/11 injured service members, veterans, and their families thrive since 2006. During that time, they’ve created partnerships with other smaller organizations and professionals, developing programs and funding that help give back to those who have given so much.

When they tapped us to tell their story, we were all-in. One of the main challenges to telling their story was to make sure we were hitting the right tone, making it motivational, engaging as well as communicating the critical need their mission delivers to these heros and their families.

The website needed to give them the flexibility to showcase content in multiple locations. With a new content structure in place, we developed a multi-layered navigation system that easily walks a user through the What, Who, Why, and How of the foundation, using direct, clear language. Our process included numerous rapid-fire prototypes and targeted comps to show how our ideas would translate across multiple platforms and devices. This allowed us to develop a UX/UI experience that was engaging and effective.

The Results

  • 11%+ increased viewership
  • 5% increase in users 18-24
  • 14% increase in users 35-44