Four stories that changed history

How do you change history? You start with people. Thousands of people with a shared purpose and a whole lot of persistence. The only thing missing in this equation is a medium for the message.

That’s where our team at Tribal Worldwide came in. We gave a voice to 4 unique stories selected from, an online petition platform. The same 4 stories that would forever change history.

The idea was simple: Create as much buzz as possible around 4 petitions, prior to the Spanish general elections.

We did this through an offline and online campaign that drove people to a website where they could explore each story. 

My team primarily worked on the website. We designed it from scratch starting with sketches, wireframes, and prototypes. We tested the prototypes informally with coworkers and friends to flag major design issues. We also wanted to make sure that users understood what they were looking at and could easily navigate through the different stories.


We wanted the main focus to be the people behind the stories. That’s why we used faces as the primary visual element.

Another crucial aspect was making it easy for users to sign each of the petitions. We did this by making the “Firmar Ahora” (sign now) button accesible at all times.

To make things more interesting, we decided to show which candidates had acknowledged the petitions at the bottom of each story. Not only would this incite candidates to take action, but also it would show people that one person can make a huge difference.

From a design standpoint, one of the main challenges that we faced was maintaining a clean interface while allowing users to explore the vast amount of content. We solved this by dividing the content into modular blocks that could easily shift into 1 vertical column on mobile and tablet devices.

The result? The campaign received massive coverage by some of the top television channels in Spain and newspapers, including the Huffington Post.

#CambiandoLaHistoria became a trending topic on Twitter and visits to the microsite skyrocketed. Most importantly, 5 of the 6 political candidates responded to the petitions.