The primary tool in a multimedia campaign for Médecins Sans Frontières and VII Photo, this site explores the international crisis of childhood malnutrition. It brings together some of the world’s most accomplished and award-winning photojournalists to tell the stories of malnutrition in Bangladesh, Burkina Faso, Democratic Republic of Congo, Djibouti, India, Mexico and the United States. Not only visually rich, the site, developed in Dutch, Spanish, French, Italian, Portuguese, Greek, Japanese, Arabic and English is an appeal and call to action to an international audience.

Photography and interviews from VII were beautifully composed as videos and presented in an immersive setting for each of seven stories of malnutrition. The site provides an outlet for people to contribute and get involved with the campaign: visitors can sign an online petition and social media plugs allow them to share a ticker of fast facts through Twitter and Facebook Connect; the site also hosts live chats, exhibition announcements and an active blog and news feed.

While the imagery is the site’s primary asset and is given top billing, the site does a beautiful job of emphasizing the global nature of the crisis with a full-bleed map that makes up the primary interface. Scaling to fit varying browser windows, each story’s coordinates adjust accordingly so they always point to the correct location on the map.

• While the experience called for the site to be developed in Flash, it was replicated in HTML and optimized to appear on mobile browsers and over slow connections.

• Content includes 7 videos, 77 images, interviews with doctors, filmmakers and photographers and live video chat with Médecins Sans Frontières staff.

• One story was released for the initial launch and the following six were released weekly, over a two-month period.

• Every item on the site, from the Flash experience, to the Facebook messaging and the video captions, had to be translated into eight languages and reviewed by each Médecins Sans Frontières office around the world.

• Since its launch in June, the site has received over 80,000 visitors and more than 27,000 petition signatures.

* Herzliya Films produced the videos; 3-2-1 Take Off developed the social media campaign; VII provided the photography and interviews; and Médecins Sans Frontières New York produced the site and built and maintain the blog and news feed.

Communication Arts

// From our friends at Communication Arts

Leave a comment