American Friends Service Committee's Peace Works

Promoting Lasting Peace and Justice
The American Friends Service Committee (ASFC) is a Quaker organization with over nine decades of experience building peace in communities worldwide. Since its founding during World War I, ASFC has worked diligently to change the culture, situations, and systems that lead to violence. To this end, the ASFC works in areas impacted by natural disaster, conflict zones, and oppressed communities to address the root causes of war and violence. To reflect on its history and continued impact, the ASFC was looking for a way to collect and tell the stories of the people at the heart of its mission.
Audience-Centric Information Architecture
Content Strategy
Information Design

Background

As part of its centennial celebration, ASFC partnered with Message Agency to design and develop Peace Works. ASFC wanted to detail its century of action in a way that highlighted the voices of participants. The site also was intended to serve as a platform for re-engaging the organization's donors, participants, and program alumni to help strengthen their ties to the organization and lead to increased donations and future participation. The engagement strategy we pursued was to build a space where people whose lives have been touched by the ASFC can author and share their personal experiences around key institutional milestones in the organization’s history. The result is a dynamic illustration of ASFC’s impact that displays the initiatives and range of personas that are integral to ASFC’s identity and a site that collects updated information on stakeholders to help further connect them with the organization through future campaigns.

Honoring key issues and initiatives

We needed to present ASFC’s vast scope in a way that was digestible and organic. So we decided to organize ASFC’s work in a series of topic areas that highlight issues and events from its past and present. This allows you to dive into the story of an initiative and follow it from a high-level overview to ground level perspectives and anecdotes.

A living archive

To collect and display content generated by users, we needed a clear interface and an easy yet robust way to find particular topic areas and events. The comprehensive search and sorting capabilities help people to quickly find the initiatives, and prominent call to actions allow contributors to add their stories. What results is a constantly evolving yet navigable archive of ASFC’s work through the eyes of those that lived it.

A space for reflection

We wanted to provide a way for past participants to reconnect with AFSC, reflect on their experiences, and have their say in the legacy of ASFC. The form we created provides an easy to use interface that works as a blank canvas for people to weave and publish their stories. It also collects user data and presents the user with multiple calls to action after submitting the form to donate, share, and connect with AFSC.  While drafting a strategy for collecting user-generated content, we helped ASFC to clarify and define the variety of personas engaged in their work.