How does a leading environmental organization assert innovative ownerships over a crisis?

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Natural Resources Defense Council
Natural Resources Defense Council
NRDC home
NRDC home
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NRDC home rollover
NRDC main
NRDC main
NRDC add content
NRDC add content
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NRDC fullscreen video
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NRDC user rating

Challenge

When the BP Oil spill terrorized the Gulf Coast, there were few organizations equipped to offer wrap-around coverage of this devastating event. Instead there was a flood of inconsistent and overwhelming misinformation. And within the environmental justice sector there was a void where there should have been a voice of authority and credibility bringing the right information to the public.

Solution

Empax identified a unique opportunity for the NRDC to take a leadership role in this disaster by offering its users a unique way of understanding – and interacting – with everything related to the spill: A control room and dashboard. This portal was able to showcase original NRDC content, as well as aggregated material including videos, maps, blogs, news reports, etc. It presented a sticky user experience that was informative, entertaining and most importantly could spur people into action.