Virginians for Alternatives to the Death Penalty
DRAFT - Website creative brief
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July 27, 2011
Creative Brief
Key audiences
VADP members
VADP allies/partners
Potential VADP members (including conservatives, Evangelicals, Baptists, etc.)
Potential VADP allies/partners (including conservatives, Evangelicals, Baptists, etc.)
Teachers, students, researchers
Media
Legislators
(Note: Members support VADP financially; as a rule, allies and partners do not.)
Objectives of Website
At all times:
* To convincingly deliver the message that, whether for reasons of morality, justice,
effectiveness or economy, there are better alternatives than the death penalty, thereby
reinforcing existing support and convincing the undecided.
* To give supporters means and direction for fighting for alternatives to the death penalty.
* To act as an unbiased, reliable information source on the death penalty, especially for
media and students/teachers.
During certain periods:
* To mobilize supporters to take effective action, especially to support legislative initiatives,
protest/prevent an execution, raise funds
Words/phrases that describe site; tone/attitude
Straightforward, even-toned, calm but strong, intelligent and convincing, quietly authoritative,
open, clear, clean
Most important takeaway messages
* This makes me want to do something.
* These people make a convincing case/There is food for thought here - | want to know
more.
* This is a very interesting site.
What will happen as a result of visiting the site
¢ Visitor will take action (become a member, request a newsletter, etc.).
¢ Visitor will seek more information to make an informed decision.
«Visitor (likely media or educational) will look for information.
Ideas/Desired Elements
« Highlighted videos of compelling stories
« Educational SOL-coordinated resources and resources for researchers, designed to get this
information into the schools
* Mechanisms for donating online
« Welcome message
webbones, LLC
structure, design and words for the web
Virginians for Alternatives to the Death Penalty
DRAFT - Website creative brief
page 2 of 2
* Social media, tied in to site (Facebook, Linked In, Twitter, etc.)
giltlo-
webbones, LLC
structure, design and words for the web
