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The Monday Campaigns
From Our Client
“Digital Pulp was an excellent partner in developing our new website. Their team worked collaboratively with ours, bringing superior technical and creative expertise, while maintaining a vigilant sensibility to our project management process. Just a few months after launch, we’ve seen greater traffic, engagement, and conversions.”
— Ron Hernandez, Managing Director, The Monday Campaigns
The Challenge
Meatless Mondays resonated with a global audience that devoured the program’s path to healthy eating behaviors. It became a world-wide success and spurred related campaigns to encourage people to quit smoking, exercise, and create other healthy habits. Meatless Mondays blossomed into The Monday Campaigns (TMC).
TMC works with Johns Hopkins, Columbia and Syracuse universities to develop health resources and programs, available on TMC site for schools and workplaces to use. But the TMC web platform wasn’t intuitive or organized with these external audiences in mind. They couldn’t find the resources they needed to launch their own campaigns and needed more support than the site offered. TMC’s most important communications platform was holding the movement back.
The Solution
After a thorough discovery process, we could see that a new site needed to function as a direct concierge, pointing users to the kits and step-by-step directions necessary to start a Monday campaign. We recommended a modular architecture, with movable and reusable content elements, to make the site easier to navigate and to get visitors involved quickly.
The visual design of the site is bright and optimistic while the design is more direct. Kits and research-based resources are more accessible. Previously isolated programs are now linked to a central hub, making TMC’s global mission clearer and more inviting and the new site promotes community by encouraging user-generated media like photos and videos from campaign participants.
The Result
The new MondayCampaigns.org allows the team at TMC to get health-promoting kits to more organizations and individuals than ever before. It presents a clear brand message, that small behavior changes lead to healthy lifelong habits. Site engagement is up and it’s easier for TMC staff to track it in detail, including all companies and institutions that reach the site and download kits. Clearer, connected, consumer-focused: The site sets The Monday Campaigns up to grow.
