Nonprofit, zero content — designing a durable framework before content exists.
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Presentation by Chris Atherton at Confab London, March 2013.
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Nonprofit, zero content — designing a durable framework before content exists.
- 1. Nonprofit, zero content: Ambassador designing a durable framework Evangelist before content exists Campaigner Chris Atherton Active supporter @finiteattention Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser Passive stigmatiser Unaware
- 2. we don’t talk about mental health And because we don't, other people don't either. Stigma :-/
- 5. Mad props to @numiko for winning this work and for letting me loose on it!
- 6. “people with mental health problems are weird” Kids don't have to be very old before they understand this.
- 7. 1 in 10 The proportion of young people who experience mental health problems. That's like 2 - 3 per class. Like puberty doesn't already suck enough!
- 8. non-profits Not the poor relation you'd expect. Non-profits get goodwill in spades. We were able to harness that here.
- 9. talking to young people Golly, I loved doing this. The young people we spoke to were so awesome. And we got such rich data.
- 10. card sort (worst. photo. EVER.) When you're documenting your work, it will look better than this. Right? Right.
- 11. Jason reactive supporter Assumption surfaced: young people are uncritical consumers of social media.
- 12. Abby unconscious discriminator Assumption surfaced: young people already understand mental health, and why the campaign is relevant to them.
- 13. Jen aware sympathetic Assumption surfaced: desire to support campaign = desire to share/publicly support it.
- 14. Nate active supporter Assumption surfaced: young people who already actively support the campaign don't need resources to help them do it.
- 15. (map: shitty first draft)
- 16. Getting there — just trying to figure out where users are now, and where they might end up.
- 17. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser Passive Advocate stigmatiser Unaware Supporter sympathetic Unconscious Blissfully Aware and sympathetic Knowledge/experience stigmatiser ignorant Unaware Engagement Aware but stigmatising campaign engagement
- 18. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser Passive Advocate stigmatiser Unaware Supporter This map almost inadvertently became the Knowledge/experience Unconscious stigmatiser Blissfully ignorant sympathetic Aware and sympathetic Unaware Engagement content framework. Aware but stigmatising campaign engagement
- 19. Nudge embodies the principle that helping people make the right choices is easier if you help them choose small, manageable, good actions.
- 20. Ambassador Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser Passive Advocate stigmatiser Unaware Supporter sympathetic Unconscious Blissfully Aware and sympathetic Knowledge/experience stigmatiser ignorant Unaware Figuring out what those small actions are, Engagement Aware but stigmatising and making content that fits.
- 21. Shauna Marie conscious passive stigmatiser stigmatiser Here are two personas we didn't speak to and possibly couldn't reach.
- 22. Active supporter Worried- about- myself individual Reactive supporte Aware sympathetic Concerned friend Conscious stigmatiser Passive stigmatiser Unaware sympathetic Knowledge/experience Unconscious Blissfully stigmatiser ignorant Engagement But actually, we only had to reach their peers — and make shareable content for them.
- 23. We used our personas, journeys and content framework to inform information architecture and content for the young people's site.
- 24. Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter unconventional use Aware sympathetic Concerned friend Personas usually seem like stable constructs, Passive stigmatiser Unaware but here I am, saying one persons is going to sympathetic Aware and sympat wledge/experience Unconscious Blissfully convert to another … stigmatiser ignorant gement Aware but stigma
- 25. Evangelist Campaigner Active supporter Worried- about- myself individual Reactive supporter attitude and knowledge Aware sympathetic Concerned friend … but this approach seems to lend itself Passive stigmatiser Unaware quite nicely to people undergoing sympathetic Aware and sympat wledge/experience Unconscious Blissfully learning and attitudinal journeys. stigmatiser ignorant gement Aware but stigma
- 26. Ambassador Evangelist Campaigner knowledge/ Active supporter experience Worried- about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser The client really liked the map, and said they Passive stigmatiser Advocate use it all the time as a quick visual reference, Knowledge/experience Unconscious Blissfully Unaware sympathetic Supporter Aware and sympathetic stigmatiser ignorant as well as a content framework. Engagement Unaware Aware but stigmatising campaign engagement
- 27. Thanks to Ambassador Evangelist @numiko and @timetochange Campaigner Let’s talk! Active supporter Worried- @finiteattention about- myself individual Reactive supporter Aware sympathetic Concerned friend Conscious stigmatiser Passive stigmatiser Unaware