The Reef Restoration and Adaptation Program (RRAP) is a partnership to help the Great Barrier Reef resist, adapt and recover. This website built by our team is highly engaging and caters to its strategic partners & audience needs.
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THE CHALLENGEThe Reef Restoration and Adaptation Program (RRAP) brings together Australia’s leading experts to create an innovative suite of safe, acceptable interventions to help the Great Barrier Reef resist, adapt to, and recover from the impacts of climate change. RRAP identified a need to better engage with and educate a broad spectrum of program stakeholders.
The RRAP has a very broad spectrum of stakeholders involved and the level of engagement & education required is substantial and wide ranging. The focus for the public was to provide updates and awareness-raising. The focus for potential partners and philanthropists was the value proposition of investing or partnering with the RRAP. And the focus for science and reef management communities was to share the scope and structure of the program, it’s short, medium and long term goals and the progress towards achieving them.
Needing to engage and educate a large set of audience types would be a challenge.
KEY REQUIREMENTSDuring discovery workshops, RRAP and Speedwell uncovered the following requirements as keys to success. The website needed to:
- Become the #1 go-to for reef restoration and adaptation for all stakeholders.
- Raise awareness about the program and the difficult decisions faced in helping to sustain the Great Barrier Reef into the future.
- Help foster participation in program engagement activities and decision-making.
- Attract scientific interest and collaboration.
- Promote scientific and reef management innovations.
- Provide partner recognition.
CONTENT PILLARSDue to the complex nature of accommodating all key audience types with engagement and education needs, a matrix of content pillars was created. Different types of content was identified and categorised into audience needs such as education, evidence, engagement and innovation.
This gave the Reef Restoration and Adaptation Program the lateral freedom to create almost any content they desired but succinctly connecting it to what we knew would drive the outcomes sought.
Another factor raised in workshops was that content should be snackable. This approach unearths easy-to-understand content and supporting data in small blocks. It then provide opportunities for deeper dives into content if the user needs more in-depth information.
This caters to a ‘general audience’ who just want to get a quick understanding, but provides the means for users seeking a deeper dive to access more research-oriented reports or technical information.
INTERVENTIONS FILTERThe RRAP Concept Feasibility Study examined 160 possible interventions to help the Reef resist, adapt and recover from the impacts of climate change. From this initial examination, 43 interventions were deemed worthy of further exploration.
Content for each of the interventions were designed to be accessible from a grid of cards displayed on a single page. Various category filters such as Prevention, Adaptation, Restoration, Small, Medium and Large would display content cards for each of the corresponding subprograms. This approach made it easier for people to narrow down content areas that they wanted to explore further.
RESOURCE LIBRARYThe Reef Restoration and Adaptation Program (RRAP) had a plethora of resources that catered to key audience types and their needs of engagement and education. With the content pillars identified in the strategic phase of the project used as a guide, resources were created and organised into the following sections:
- RRAP Investment Case and Concept Feasibility Study reports – The entire investment case could be downloaded as a large PDF. Alternatively, recommendation and technical reports could be viewed or downloaded as individual PDFs. This flexibility allowed for people who needed the entire report or just individual sections of the report.
- Videos – A range of easy to digest videos were embedded into the website each catering to different aspects of the program.
- Downloads – Easy to understand fact sheets and infographics were made available for download. The highly visible aspect of this type of content allowed people to understand various reef restoration concepts without having to be experts.
- FAQs – Some frequently asked questions were added to a FAQs page for easy access to commonly sought after information.
THE RESULTSThe Reef Restoration and Adaptation Program website successfully provides a wide range of content to an equally broad audience. Through the process of establishing content pillars and content categories, the website provides an efficient way for a diverse audience to access content that is applicable to their needs.
The website has a well-defined information architecture informed by audience needs, design thinking workshops and identified content pillars.
The result is a highly engaging website that caters to distinct audience groups by following content strategy and user experience best practices.
VISIT THE WEBSITE
- Outcome focussed strategy.
- User experience (UX) based design thinking.
- Efficiency and content findability at its core.
- Effectively mapping audiences to content needs.
- Fully responsive, mobile friendly website.