Calendar days from order to campaign launch
Audiences: women, men and companies
Video episodes in an area of their own
Quiz questions in two quizzes
A campaign website that explains equality and invites participation
Together with the creative agency Demner, Merlicek & Bergmann (DMB), we at Digit-One built gerechtodergeschlecht.at, the campaign website “Gerecht oder Geschlecht?” of the Austrian Federal Ministry of Women, Science and Research (BMFWF), known as the Women’s Ministry. The website brings together video episodes, two quizzes, an area for taking part and a menu that lets visitors adjust the display themselves. It was online for the campaign launch around International Women’s Day, then moved into the Ministry’s infrastructure and grew with the campaign.
The brief: a campaign website for three audiences and one deadline
The website was to become the home of the campaign “Gerecht oder Geschlecht?”, which the BMFWF launched to mark International Women’s Day. The campaign asks whether unequal outcomes for women in income, part-time work, unpaid care work and pensions are fair or down to gender, and it looks at structural conditions.
Three audiences were to feel addressed: women, men and companies. Each gets an area of its own on the site. Facts, videos and quizzes were to work together. And the site had to be online for the press event at the campaign launch.
Roles in the project: BMFWF, DMB and Digit-One
The BMFWF is responsible for the campaign and its content. DMB created the campaign concept, the creative work and the videos. We took on UX/UI design and development of the website, the move into the Ministry’s infrastructure and later changes.
The design: clear paths through the campaign
The start page brings the campaign together in one place: an entry with the area for taking part, video episodes, three topic areas for women, men and companies, both quizzes and further links. Each topic area has its own campaign colour, and the content is organised in expandable sections. The design was created in Figma, in feedback rounds with DMB and the Ministry, and follows DMB’s campaign world with flat illustrations and bold headlines.
Accessibility: adjust the display yourself
An accessibility menu at the edge of the page lets visitors adjust the display themselves: font size, line spacing, letter spacing, font weight and contrast can be changed, and headings and links can be highlighted. The Ministry’s accessibility statement is linked in the footer. In a separate article, we explain why accessibility in UI/UX design is a must.
Quiz on equality and women’s health: how it works
Both quizzes lead through their topic question by question, one on equality and one on women’s health, with eleven questions each. Every question offers four answers, followed by an info text, for many questions with a linked source. At the end, the site shows the result as a percentage and links for further reading. Questions and texts come from the Ministry.
Taking part: design and share your own image
The campaign invites people to take part: visitors design their own image from a template and share it. The start page shows a collage of portraits for this and links to the template and to the Ministry’s upload form.
The implementation: online for the campaign launch in 14 days
14 calendar days passed between the order and the campaign launch. For the press event, the website was online with the start page and the quiz, and further building blocks followed in stages.
Design and development sit in one team at Digit-One, and questions take the short route. For the launch we chose a solution that let the site go online fast. After the launch, the site moved into the Ministry’s infrastructure, coordinated with the Ministry’s IT. The Ministry signed off the move.
The website consists of static pages. The quiz and the menu run in the browser, and the fonts are served directly from the website.
Extensions: the website grows with the campaign
Since the launch, the website has grown with the phases of the campaign: first a dedicated area for the video episodes, then the footer with links to the social media channels, later the participation phase with the collage header and a second quiz on women’s health.
Changes to content, such as texts and links, have repeatedly gone live within a few hours. The second quiz uses the mechanics of the first: from the arrival of the finished questions to a reviewed implementation took about a day.
Changes and further development after the launch
Changes go through implementation, review and acceptance as tickets. Extensions are checked on desktop and mobile, and we agree the timing of larger new features with the Ministry.
The collaboration: feedback rounds and approvals
The Ministry, DMB and Digit-One worked with clearly separated responsibilities. Drafts and interim versions went into feedback rounds, and changes were worked in and shown again.
New features went live only after the Ministry’s approval, for example the social media links in the footer and the collage header. How we work with creative agencies as partners is explained on our page on agency partnerships.
The result: a digital home for the campaign
The campaign has its digital home: the website was online for the campaign launch, moved into the Ministry’s infrastructure with the Ministry’s approval, and has grown with the phases of the campaign since. We also worked with DMB on “elementarwichtig” for the Federal Ministry of Education, with a different split of roles there: information architecture, user journeys and web design system came from us, and the Education Ministry’s own development team built the website. More in our case Early Childhood Education Austria.
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