“Run for Survival” Charity Run Campaign Strategy and Website
- Ocean Park Conservation Foundation
In celebration of OPCF’s 20th anniversary, their first “Charity Run” was organised to raise fund for its Asian wildlife conservation efforts. The concept of the popular zombie run was turned into an adventure for participants to experience the marine ecosystem as “Marine Animal” and “Conservationist”. We’ve created the concept and developed an interactive website for the event.
As the only source of information about the charity run, we have built the bilingual, parallax scrolling, interactive microsite and developed its content strategy with aims to
Introduce the game logic of the Charity Run to the participants
Encourage public to register
Provide conservation knowledge for visitors which also serves as a part of the game (Content on the microsite provides tips about how to finish the Charity Run faster)
We have created and developed the content, visuals, and animations for the Charity Run event website. The creative concept goes with the racing theme. It encourages visitors to actively explore and interact with the website content, thus to boost registration.
Marine Animal: Complete the Charity Run as soon as possible while avoiding attacks of the “Ocean Killers” (OPCF staff acts as Ocean Killers who steal the two life flags of a “Marine Animal”)
Conservationist: Protect “Marine Animal” throughout the Charity Run by snatching the arm badges of “Ocean Killers”, which will temporarily stop their movements
Content Creation and Website Design
The graphics and interactions on the website simulate the charity run route, which allows visitors to gradually understand the details of the event, roles of participation, and conservation knowledge.
The information about the Charity Run – Run for Survival – are divided into several sections on the website.
- Race Character Introduction: Introduce the missions of “Marine Animal” and “Conservationist”, and provide special tactics to win the Charity Run
- Conservation Information: Overview of local marine animals, tips to protect local marine animals
- Event Details: Participation categories, requirements, and prizes
- Three Major Marine Issues and Solutions: Takeaway messages to remind visitors about local marine issues and how to solve them
- Illustrations: help visualise the event (as no past event photo)
- Theme: charity run route as the scene to simulate the event and guide the visitors to get to know the event
- Sticky menu: quickly jump to other sections and always-visible “Register Now” button
- Use of bright colours: more eye-catching and attractive
- Clear and prominent buttons: encourage to take action
Parallax Scrolling and Animations
- Parallax Scrolling: information appears one by one while the readers scroll down the website. This could help readers gradually take in the information
- Interactions: information that needs to be clicked to reveal can help readers better recall the information: charity run route as the scene to simulate the event and guide the visitors to get to know the event
- Animations: Animated scene, dolphin, characters to make the website more interesting and fun to browse
On behalf of OPCFHK, I would like to express our gratitude to Cou4 Interactive for your professionalism on our project which not only enhanced the show quality of the campaigns, but also helped raise awareness on wildlife conservation in an innovative, creative and highly effective way with the aid of infographic.
Ms. Joe Cheung
Assistant Community Education Manager
Ocean Park Conservation Foundation, Hong Kong