The National Eating Disorders Collaboration (NEDC) is an initiative of the federal Department of Health and Ageing. It is a collaboration of people and organisations with expertise and/or interest in eating disorders. NEDC’s purpose is to develop a nationally consistent, evidence-based approach to the prevention and management of eating disorders in Australia.
NEDC needed a digital strategy to help them reach out and communicate with young people in the online space. Bliss was selected to devise the strategy and, once that work was complete, was commissioned to design and implement the new website.
We conducted an audit of the existing site and communications. We then created a set of assumptions and recommendations based on this preliminary research. In a focus group of 16 to 22 year olds we investigated how young people consume digital media, how they talk/learn about health issues and addressed specific issues relating to this campaign. We uncovered a plethora of insights and devised solutions to leverage these.
People in this age group see desktop computers as relating to school work. For personal web consumption they prefer their mobile phones. Our solution was to produce a mobile-first site.
People in this age group are more likely to research online before having a conversation with their parents. This makes it critical that the right information is both immediately available and engaging. Our solution was to produce a design and content strategy that was appealing, easy to understand and targeted towards the key demographic.
People in this age group are data sensitive (because they have low monthly data plans on their phones). Our solution was to deliver a low-bandwidth site.
The mobile-first website follows a strategy focused on 16 to 22 year olds with a clear iconographic/cartoonish visual style and content focused on providing help.
The design and technology is framed first for mobile users while responding to desktop browsers. The site is WCAG 2.0 Level AA compliant and is built using the SilverStripe CMS.