The California Tobacco Control Program (CTCP) collaborated with Beyond to educate parents and others about the growing use of flavored vape products among kids.
The CTCP needed a mobile-first platform to educate parents and others about the growing use of flavored vape products among kids, and the harmful impact nicotine has on the developing brain.
Beyond spoke to Californians to discover how they could best arm them with the information, incentives, and tools needed to voice their concerns to their local leaders, and, most importantly, their kids.
In the first three weeks after launch, they drove more than 5.5k downloads of a guide created to help parents talk to kids about tobacco use. That’s a 500% increase over the last iteration of the site.
Moreover, Beyond received the Platinum prize in Social Good from the 2019 Hermes Creative Awards!
User-friendly information architecture
With such a wide breadth of fact-based information to share, the agency needed a format that was easy to understand and highly engaging. So, Beyond crafted eye-catching, bite-sized modular experiences throughout that were easy to digest at a glance, despite the gravity of the issues at hand.
Brevity, clarity and high impact were Beyond’s aim. They kept the storytelling to a powerful minimum and designed the gridded page flow to be simple and intuitive. Subtle instances of movement and powerful imagery helped key messaging pop.
Agile, data-driven, and action-oriented
With less than two months to conduct user testing, concept, design, and build the site, Beyond leveraged both qualitative and quantitative feedback to drive feature and prioritization and inform their content marketing strategy and site architecture. The agency’s primary objective was to inspire action, and they provided a range of effective ways to do that: letter writing, conversation guides, and module-by-module social sharing opportunities.
Beyond is a design company in London, New York, San Francisco, and Austin. They accelerate transformative customer experiences, using design and technology to create beautiful experiences that transform the world around us.