Family Planning Association – the organisation which works to enable people to make informed choices about sex and to enjoy sexual health – is overhauling its digital strategy to reach out to new audiences.
The charity has handed the task to Brighton-based digital agency GSBA, which has been briefed to overhaul its online presence and website www.fpa.org.uk.
As well as build new audiences, the site aims to increase FPA’s membership and supporter base, and will include a shop for related items such as books and sexual pleasure aids.
The organisation’s sexual health information and advice is already in high demand from the public and professionals – web traffic to its existing site has almost trebled since 2010 from 610,000 to over 1.5 million unique visitors a year.
GSBA will also be creating a new mobile site for the charity, for more user-friendly mobile access. Over one third of FPA’s current web traffic comes from mobile devices.
FPA director of information Natika H Halil said: “We were impressed with GSBA’s strategic approach to the proposal which combined digital and design expertise with an understanding of the importance of the customer journey and a wider marketing vision.
GSBA commercial director Claire Rogerson, who recently joined the agency after heading up marketing at Rapp, said: “The challenge of creating an engaging online experience for an audience with such diverse needs is one that from the outset we were very keen to be involved with. Our aim is to engage the customer at every stage of the customer journey, while ensuring they get what they need quickly and easily.”
The relaunched site is planned to go live early next year.
