The National Campaign was seeking to rebrand and relaunch their digital presence in 2017, desiring to be perceived as less institutional and strengthen credibility as a relevant source of sexual health information for young audiences online.
Alongside partner agency, The Metropolitan Group, Guru led a naming exercise that invited many stakeholders into the process, and included a comprehensive message testing campaign. This resulted in a new name and identity for The National Campaign, The Power to Decide. Guru then architected and designed a new website, aggregating decades of content and resources into a youthful, vibrant presentation that was more navigable, user-friendly and most importantly, appealed to a new generation of younger audiences.
90%+ approval rating of new branding, positioning and website direction by the key stakeholder audiences (teens, doctors, parents, teachers, funders, influencers) involved in our ongoing “research cohort”. 18M+ downloads of the Bedsider app, a key tool positioned on the website and in the toolkit.