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NSPCC Net Aware

Details

Year:2015

Office: London

Services:

  • Information and Product Design
  • Technology & Engineering
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The NSPCC invited Beyond to help develop an online information hub for parents to learn more about the various social media platforms their kids use.

The project was part of a wider campaign that began in October 2014 tackling online child abuse and lobbying for a change in the law to make it illegal for an adult to send sexual content to a child in England, Wales and Northern Ireland.

What did we know?

Smartphones are being used increasingly by children and new social networks and online games are cropping up all the time, so it can be difficult to stay on top of it all. Many sites don’t do a good enough job of educating users and their parents on the potential dangers they may face when using such networks. There’s often a lack of information when it comes to reporting abuse, maintaining privacy and understanding how to stay safe online. Our site had to address these issues.

What did we do?

The NSPCC would partner with Mumsnet to source information on networks and games to give them a rating on core categories like signing up, reporting, privacy and safety advice. Data would be sourced by parents and 2,000 young people to ensure that all perspectives were taken into account.

An NSPCC panel of more than 500 parents from Mumsnet reviewed 48 of these sites finding all those aimed at adults and teenagers made it too easy for children under 13 to sign-up. On more than 40 percent of the sites, the panel struggled to locate privacy, reporting and safety information.

Technical approach

We knew a CMS and a scalable server environment would be required for a campaign site like this, given the reach the NSPCC has and the volume of content that could be added now and in the future. We decided to use a Django framework and a CMS that we knew would be able to hit all the requirements needed for the NSPCC to maintain the site pre and post launch.

We invested time with the NSPCC, and conducting reviews to find an optimal solution to house the content that was to be added to the CMS. Our visual designers worked closely with the NSPCC’s brand guidelines and creative agency, Leo Burnett, to produce visuals that encapsulated the NSPCC brand while giving the site a look and feel that was optimised for a responsive build.

We then invited a closed selection of users who work closely with the NSPCC to review the look and feel of the site. We guided them through each layout and noted their feedback on each element in order to iterate and enhance the design.

Having selected an appropriate CMS solution to meet the challenge, our front end developers worked closely with designers to ensure the visuals were optimised for the build, and regularly tweaked the code to ensure fast load times and less demand on the server from CMS calls.

The results

The site was launched at the beginning of January this year.  At 9am the following day there was a big PR push both to social media and other notable online press outlets – and the feedback was extremely positive!

Using a cloud environment, we were able to auto scale when traffic to the site peaked, ensuring the site could withstand the demand from the targeted marketing drive to the campaign site.

We saw nearly 450 unique sessions hit the campaign site within the first hour, an excellent achievement given the other news stories that were breaking.

THE RESULTS

47%

mobile usage across all sessions

4 mins

on average spent on the site

40k

users in the first month

Ali Jeremy, Director of Communications NSPCC, said,

Please pass on our very grateful thanks for a most excellent Share Aware parent tool – it’s really brilliant and we’re very excited about it.  Thanks to Beyond for creating something so special with us.

We’re thrilled to be able to say that Net Aware has been awarded an Internet Matters award. Find out more about it here.

 

 

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