Site Visit: Anaphylaxis Campaign

The charity that helps people at risk from severe allergic reactions launched a new website to improve navigation and usability

Anaphylaxis Campaign's new website
Anaphylaxis Campaign's new website

Organisation: Anaphylaxis Campaign
Agency: Whiteinteractive
Spend: Approximately £40,000

Anaphylaxis Campaign launched its new website in June. The charity helps people at risk from severe allergic reactions by providing information about food and other triggers, such as latex, drugs or insects, and about creating safe environments for people with allergies.


The charity's original website had evolved over time and additional functionality had been bolted on, rather than built in to the design. It was decided to relaunch the site after users said that the content was good but navigation was tricky.

Design and content

The charity rebranded in 2011, so the redesign brought the website into line with the new branding. It has a fresher and more modern feel. Navigation is aided by graphical representation of the different areas: for example, green is for catering and food, and blue is for health professionals. The basket in the top right corner of the site gives the impression of a website with the purpose of selling products rather than giving support.

Special features

The site is similar to those of other charities, with options to donate online and sign up for events, and a section where members can manage their accounts. Specific gated areas, accessed by login, have been created for individual, healthcare professional and corporate members, and there is a comprehensive allergy database open to everyone. A mobile site has been created for users to access through smartphones and tablets.

Anaphylaxis Campaign says:

"We are proud of our new website. We have designed it so there are clearly defined sections for different groups that need information."


Navigation: 4
Accessibility: 4
Innovation: 2
Content: 4
Total: 14 out of 20

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