At Work: Communications - Site Visit -

Organisation: WWF-UK
Agency: Reading Room
Spend: £150,000
Accessibility: W3C accessibility rating AA

WWF-UK is the UK arm of the World Wildlife Fund network. The charity campaigns on environmental and conservation issues.


The charity wanted to shift the website's focus from news about WWF's work to broader questions about what it is trying to achieve. The new site was launched this month.

Design and content

First impressions are good. On the home page, a welcome message consisting of a large animated collage of images that fit with the charity's cause areas gradually appears in front of a picture of the earth. It is a great way to welcome visitors to the site.

Two large buttons on the home page allow visitors to go to areas that offer more information about what the charity does and what people can do to help. It's a simple but sensible way of ordering the site because most visitors are likely to want to use one of these options.

The site offers the chance for people to calculate their carbon footprints, through a series of multiple-choice questions. The results are a bit vague, but it's a fun and interesting exercise.

There is also a variety of high-quality videos of the charity's work and causes. The general content of the site is comprehensive.

Special features

The charity is using environmentally friendly hardware to run the site, which WWF-UK says will bring a reduction of as much as 40 per cent in carbon emissions. This chimes well with the charity's objectives.

WWF-UK says:

"We wanted to develop the website away from its previous format, which was more news and features-led, to something that informs people about WWF's work and then engages them to take action."

Navigation: 4
Accessibility: 4
Innovation: 4
Content: 5
Total: 17 out of 20

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