Defining a new standard for digital in the third sector

The Brief

As the NSPCC’s lead agency, Amaze was briefed to bring the charity’s new brand to life digitally, creating engaging content that clearly tells the story of the ambitious, life changing work that the NSPCC undertakes.

The NSPCC’s old site was out of date from a technology and infrastructure perspective. A new website was needed to enable the charity to better connect with its audiences, protect children and prevent abuse. The ambition was to bring the charity to the forefront of the digital arena, as well as to reveal a modernised and refreshed brand with a digital-first approach. Great content was often buried, calls to action were inflexible and complicated, and the site was inconsistent in design and messaging across its customer journeys.


Through our extensive user research we identified that content needed to work hard to achieve one of three goals - to inspire, to activate, or to amplify; and we used these as guiding principles to shape both the information architecture and the content strategy for the website, keeping user outcomes at the core of our design throughout.

Creatively, the site is designed to inspire people to take action, fuelling hope for change and the belief that together we can end cruelty to children. Growing each visitor’s propensity to contribute to the NSPCC’s mission is the main objective of the website. Users might not contribute right away, but they should leave the site more prepared and much more connected to the charity.

The new, fully responsive website has been designed to put the NSPCC’s website users first, and delivers an inspirational and engaging experience on all devices, enabling users to access the information and content they need quickly and easily, especially in critical situations and when the child is put at risk.


Built on Episerver version 7.5, the new website has been built with the capacity to shape and improve personalised journeys, with content tailored specifically to meet every individual user’s needs. Of particular importance is the wealth of content the NSPCC delivers to widely differing audiences. Being able to personalise journeys based on carefully researched personas is helping to solve the business challenge of meeting a wide variety of needs through a single, unified platform.  Easy navigation sits at the heart of the new site, ensuring that users have a meaningful experience whenever, and for whatever reason they visit.

With the integration of Episerver Find visitors are able to find what they want easily and intuitively, serving them relevant content quickly. The intelligent autocomplete helps promote terms with higher conversion rates.