Site revamp spreads the truth to youths
25 Jan 2007
Hoping to expand its presence in the youth market, the American Legacy Foundation has partnered with Web content manager RedDot Solutions to redesign its Web site.
DMNews - The New York nonprofit has seen success Truth (http://www.truth.com/) a national ad and television campaign bluntly stating the dangers of smoking. It seeks similar recognition through its new site at http://www.americanlegacy.org/.
“The point behind the new design of the Web site is to update and upgrade our overall portal of information,” said Joe Marytak, executive vice president of marketing, communications and public policy for the foundation. “Anyone interested in the issues of smoking tobacco, quitting smoking or a prevention effort for their teenagers can get that with the new design.”
The design went live Dec 1. RedDot helped the group cut Web management and maintenance costs. Previously, an in-house team managed its Web content.
“We went with RedDot because they were able to create an ease of use, more scalable features and a browser that can enable an environment based on their own experience,” Mr. Marytak said. “They also understand the non-profit world.”
RedDot, New York, worked with the March of Dimes on a similar project.
With RedDot, American Legacy can efficiently update its site with content, images and graphics that better communicate the dangers of smoking. As the foundation focuses on youth prevention and adult cessation goals and activities, RedDot’s software lets the nonprofit’s researchers and staff easily add content and manage present content on the site.
“We are redesigning our Web site looking toward the new youth market,” Mr. Marytak said. “We want to make it as user-friendly as possible, more attractive and to make the navigation process easier.”
According to American Legacy, 70 percent of the 45 million US smokers want to quit. The foundation develops programs that address the health effects of tobacco use through grants, technical assistance and training, youth activism, strategic partnerships, counter-marketing and grassroots marketing campaigns, research, public relations and outreach to populations disproportionately affected by tobacco.
“We have also begun looking into the community aspect of it,” Mr. Marytak said. “We want to have video streams and create a more integrated experience.”
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