The W.K. Kellogg Foundation wanted to activate their community and encourage engagement around the National Day of Racial Healing. So, we created a community goal to reveal an art piece and potentially more. To reveal a pixel a user must do one of the following:
- Educate Myself: They can take a journey through past and current events and follow the thread to see why change is so necessary and learn exactly what Racial Equity means.
- Speak and Listen: WKKF rotates out prompts for users to answer. They can then read other truths to learn and share on social media.
- Take Action: All NDORH community events are listed in one place. So users can choose and event to attend and earn a pixel.
The site has beautiful animations and pixels reveal live as users interact with the website. W.K. Kellogg Foundation now uses site to activate their audience and encourage real change within the community.
My role
I came up with the concept and built the UX, then led a cross-functional team across two agencies to execute the design and development.
The concept
The idea came from a simple insight. If you begin to pull on the threads of racism and inequality, you will find instance after instance of moments where people were held back. We wanted to allow the user to follow those threads so they can understand why equity is so important. On top of that, we knew progress can only happen as a community and a community goal is a great behavioral technique to encourage engagement.
Now the design is used every year to host the National Day of Racial Healing
