In an effort to break away from traditional climate change messaging, the UNDP launched their “Don’t Choose Extinction” campaign in October of 2021. Admittedly, the campaign’s star, Frankie the Dinosaur, was largely unfamiliar with modern digital marketing strategy. But the Terra team was happy to come onboard and assist with the creation of a high-performance microsite and suite of marketing collateral and press kits.
The UNDP needed a microsite as bold and captivating as their new ambassador. Unlike other microsites we’ve built for the advocacy network, though, the large amount of files contained in the media and outreach kits had the potential to slow page performance, limiting accessibility to low-bandwidth users in developing nations. To combat this, our team pivoted to design strategies that would help the site remain agile and pass performance tests with flying colors.