Centrepoint
The brief
Prince William is a long-standing Patron and supporter of homeless charity Centrepoint, so the Charity frequently experiences peaks in traffic to its website when his involvement is mentioned in the press. Whilst the site performed well in signposting and collecting donations, Centrepoint felt it was missing opportunities to convert these interested new visitors into longer-term advocates and fundraisers.
With the Royal Wedding approaching, the Charity wanted a new site that would better tell its story and make the most of the increased interest in the Charity and its royal Patron.
Our approach
We visited centres around London, gathering stories about young people’s journeys with Centrepoint from staff and young people themselves. Our key insight that ‘it starts with a room’ is the foundation of our creative and editorial approach to the site.
The result
In just seven weeks the site launched two days before the Royal Wedding. The site tells the story of a young person’s involvement with the charity and the impact donations can have on their lives. It’s now a mechanism for delivering services and advice to young people, with more obvious information pathways. Site performance statistics will be published in due course.
