Content Design, Content strategy, ux strategy
MTV launched the campaign Save Our Moms with Black Mamas Matter Alliance and Every Mother Counts to bring attention to the rise of maternal mortality in the U.S., and to provoke audiences to reach out to the moms in their lives to provide support and care. I supported the campaign launch with in content design and strategy.
Design a mini-site that moves users to learn more about U.S. maternal mortality rates, and to take action to support the moms in their lives.
The homepage concept was built around the idea of instantly giving users a strong and quick impression about maternal health rates. We paired emotionally moving statistics accompanied with a clean look and feel.
DESIGNING FOR ACTION
The UX strategy was driven by the goal to not only open conversations with audiences on maternal health, but to move them to take action. To do this, we included sections that shared resources on how users could support the Moms in their own lives.
With a focus on a millennial audience, we were inspired by the user behaviour of creating group chats for support. We designed a page to function as a group chat, made to move users to create their own.
The site included a powerful video directed by Lena Waithe's Protest Art Productions, and narrated by Waithe herself.