The National Society for the Prevention of Cruelty to Children (NSPCC) he leading children's charity in the UK. They specialize in child protection and dedicated to the fight for every childhood. The NSPCC stands up for children, demanding that laws change and action is taken to better protect them.
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NSPCC approached Beyond to help them with their campaign "Light up Christmas for Children", which was created to give a brighter future for children in need of help by raising money for Childline. The NSPCC Little Stars Christmas campaign was launched in November 2016 to help keep children safe. The campaign was featured above the length of Oxford Street in London's busy city centre, where thousands of NSPCC stars were included amongst the gold and silver baubles and LED bulbs that hang in the Christmas display.
Beyond was tasked with designing an online virtual fundraising experience for this Christmas campaign. The focus was primarily on the user journey where users could choose their star on Oxford Street, dedicate it to someone special while making a donation in the process. A simplified user journey was key to ensure flow from the user viewing the campaign and engaging with the online fundraising platform.
The solution was to create a virtual interactive map of Oxford Street by the use of a parallax effect. The map view would feature 8 stars in various locations, which the user can choose from. From there, the user can dedicate a star to someone, enter the donation process and share via social media. Our aim was to keep the experience as minimalistic as possible but also an enjoyable experience for users of all age groups. Creating an immersive experience across all devices was important ensuring a high level of interactivity across a range of devices.
The User Journey
The focus was to create a magical experience that would entice users to interact and donate. The idea is brought to life in a single page application featuring a series of scrollable transitions. Users can navigate through London’s iconic Oxford Street, select a star and dedicate it to someone.
Working on mobile first, we created a series of high-fidelity wireframes demonstrating the user journey when they dedicated a star for the first time.
An illustrative landscape was clearly defined with a selection of stars to choose from, mindfully prompting the user through an easy step-by-step journey through the process. The suggested price was £5 per star, which represents the cost of answering a Childline call. A horizontal parallax scroll was introduced to bring depth and motion to the landscape created, engaging the user to interact with the handmade visual elements. Animations were added in correlation with the interactions.
The Launch & The Impact
The campaign was launched on November 1st, two weeks prior to the lighting ceremony. The campaign included the lights themselves hanging on Oxford Street, posters, newspaper advertisements and NSPCC little stars merchandize. The campaign itself was a huge success not only due the donations received but also the impact on the people in London. The stars were loved, adored and shared. They became one of the focal points on social media within the UK during the Christmas season.