Putting a New Face on Poverty
Poverty USA
Challenge
The Catholic Campaign for Human Development (CCHD) is dedicated to breaking the cycle of poverty by funding community programs that encourage independence. This initiative was supported by a website (Poverty USA) that’s purpose was to educate, engage and support communities about the complex issue of poverty in our country. After many years of additions and manual input of complex data the website was cluttered, out of date and difficult to maintain and navigate.
Solution
TGD produced an in-depth analysis of the brand and the website. We provided an action plan to reinvent the initiative and the website to better communicate and simplify the internal updates. This plan included a new logo and brand platform to appeal to a younger, engaged audience. TGD worked with USCCB to reduce and update the content providing sample styles for key sections. The most significant change was developing a way to automatically capture complex data to build the searchable maps that demonstrate poverty, not only in the states, but in specific counties. This data also supports stories of hope that show actions taken to help those in need.
The site now offers increased engagement opportunities and defines who to encounter, learn and act on poverty in the USA. The new site design is fresh and powerful. Significant time was spent on navigation to make it easy for people to find the information they need and take action. The new branding is modern, attractive and draws attention. Marketing the site has been done primarily at key events, with TGD developing ads and signage. Phase 2 of our plan includes the creative of multiple videos to explain how to use the site, to motivate and to educate. The site is produced in both English and Spanish. www.povertyusa.org; pobrezausa.org
Result
The new site has made it much easier for the USCCB staff to manage the website. Eliminating the need to manually input data has opened up their time to focus on the cause. The site has been well received by the community and educators.
