The Oregon Health Authority had operated for several years as 877mylimit.org and needed a new website. The site communicated despair, hopelessness and rock bottom darkness. Additionally it suffered unclear hierarchy, navigational disorder and no clear call to action. After conducting a careful analysis of the site analytics, heat maps and user surveys I built a proposal for a total rebranding.
Opgr.com is a feature-rich custom CMS build that includes:
OPGR is now a nationally recognized model for problem gambling outreach and recovery. The assets convey a sense of calm, nature and most of all hope for a better tomorrow. The site has clear calls to action, page by page SEO integration and has doubled the monthly digital traffic over the previous site execution. We also devised a “trigger” campaign using Social Media and SEM advertising that keys on certain problem gambling related phrases like “pay day loans” and “the other woman”. Additionally, the entire execution is transcreated (images, phrasing, translation) in Spanish for maximum cultural relativity. Users are all directed back to a call center via several communication (sms, chat, email, telephone) conduits. The site also set the branding for paper materials, radio commercials, television and all other media.
