Choose Responsibility

Choose Responsibility [CR] is a non-profit organization founded by former Middlebury College President John M. McCardell to stimulate informed public discussion about the presence of alcohol in American culture and to consider policies that will effectively empower young adults age 18 to 20 to make mature decisions about the place of alcohol in their own lives.

Objective:

• Develop the primary marketing vehicle of a start-up organization looking to have a major impact on public policy.  The site needed to appeal equally to a diverse audience of young adults, educators, and parents.
• Create an online presence that meets several organizational goals simultaneously: outreach, education, fundraising and public forum.

Solution:

• Union Street Media created a visually engaging design that communicates to Choose Responsibility's multiple constituencies and enables them to easily join the group's mailing list.
• USM's content management system empowers the Choose Responsibility staff to make all major updates, as needed on a regular basis.
• The navigation between the web site and the blog makes it easy for site visitors to explore information about the issue and engage immediately in a lively public forum.
• Through out the process, USM consulted with Choose Responsibility about innovative ways to market the organization online.