Amnesty International has overhauled its digital strategy with the launch of a new-look website featuring multi-media content to deliver what it claims will be “an immersive online experience” to promote its work around the world and woo supporters.
The new site, www.amnesty.org, has been designed and built by Code ComputerLove – the Manchester agency which counts the BBC, HMV and Chester Zoo, among its client base.
Not only is the site multi-lingual, the functionality has been created to appeal to a wide variety of users, who may be visiting the site from anywhere across the globe.
Amnesty.org also supports the organisation’s country-based websites, directing visitors from the global website to local activism and/or donation sites, where relevant.
Matthew Haigh, head of design at Amnesty International, said: “Today’s launch is phase one of our journey to use digital more effectively to achieve Amnesty International’s goals, with lots more exciting digital functionality to come.
“Amnesty.org sits at the heart of our digital framework and is the global face of the organisation and the destination gateway to taking more action, whether on other Amnesty sites, through social channels, by involving yourself in a campaign, or taking ‘real world’ actions to spread the word by giving time and money.
“It has been designed to inspire with multimedia storytelling, conveying the detail of Amnesty International’s incredible work – the impact that has on policy and people, the work of the Amnesty team, from fieldworkers, to researchers, to volunteers and lobbyists and the role of campaigners, donors and activists in making this happen.”
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