How do you change history? You start with people. Thousands of people with one shared purpose and whole lot of persistence. The only thing missing in this equation is a medium for the message.
The idea was simple: Create as much buzz as possible around 4 Change.org petitions, prior to the Spanish general elections.
We wanted the main focus to be the people behind the stories. That’s why 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 also 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 results? 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.