ENVIRONMENTAL NGO · MULTILINGUAL CAMPAIGN WEBSITE
Helping people find a more sustainable chocolate choice.
WWF needed a practical public-facing tool to support its chocolate campaign. Working with the WWF team, #inextremis conceived and developed a three-language website that turns sustainability guidance into a simple user journey: understand the issue, explore the guide and make a more informed choice.
At a glance
- Client
- WWF-Belgium
- Starting need
- Support the chocolate campaign with a public tool that makes guidance accessible and actionable
- Contribution
- Co-conception with the WWF team, information architecture, UX, design, website development and three-language deployment
- Visible result
- The Chocolate Guide — Find a more sustainable chocolate
- Public proof
- https://chocolatewwf.be/
- Observable reach
- Broad coverage in Belgian television and press
The challenge
Make a complex sustainability question useful at the moment of choice.
Chocolate is familiar; the environmental and supply-chain issues behind it are not. A successful campaign tool therefore had to do more than display information. It needed to help people move from concern to a practical choice without oversimplifying WWF’s message.
The digital experience also had to work across three languages and remain clear for visitors arriving from media coverage, social content or a direct campaign link.
The approach
1. Build the tool with the WWF team
The campaign website was conceived collaboratively. WWF retained ownership of its expertise and recommendations; #inextremis shaped the structure, experience and creative system that would make that expertise easier to use.
2. Organise the experience around the public’s task
The site was designed as a guide rather than a conventional institutional website. The journey starts with the user’s question and creates a direct path towards products and sustainability information.
3. Make multilingual access part of the concept
The three-language structure was treated as a core design requirement, helping the campaign travel across Belgium without creating separate or inconsistent experiences.
4. Create a central destination for campaign attention
The website gave media, social content and campaign activity one practical destination. Visitors could move from awareness to exploration within the same branded environment.
The visible result
A live campaign asset designed for use, not simply exposure.
The Chocolate Guide remains visible online as a concrete public tool. Its three-language interface and product-led journey demonstrate how an NGO campaign can combine authority, accessibility and practical action.
Broad Belgian television and press coverage extended the campaign beyond WWF’s owned channels.
What this case proves
A focused website can be the operational heart of a campaign.
Complex sustainability guidance can be structured around a simple public task.
Multilingual delivery can be designed into one coherent experience.
Agency and client expertise work best when the organisation owns the substance and the agency makes it usable.
What should people be able to understand or do when they reach your campaign?
Bring us the evidence, recommendation or public task. We can help turn it into a focused digital experience people can understand and use.
Continue