How a Website Overhaul Opened the Door to Rescuing More Victims of Human Trafficking
Founded in 2001, Destiny Rescue is a nonprofit organization dedicated to freeing children from sexual exploitation and trafficking and helping them to stay free. The organization focuses its efforts on rescue operations and reintegration programs, working tirelessly to extend freedom to exploited children across the world.
Scope of Work
- Website Design
- Information Architecture
With millions of children still waiting to be rescued from sex trafficking, Destiny Rescue needed to sharpen its online presence and connect with more supporters — fast.
Sex trafficking is one of the world’s fastest growing crimes. Millions of children are bought and sold daily, and the vile systems designed to take advantage of children at their most vulnerable continue to grow in power. Destiny Rescue plays a leading role in ending this exploitation by intervening through covert rescue operations and helping rescued young people reintegrate into society.
Destiny Rescue has saved more than 6,000 individuals in eight countries around the world — but millions are still waiting to be found. So, in 2020, Destiny Rescue set its sights on an ambitious goal to rescue more children than ever before. Expanding the organization’s reach and growing its support network quickly became the number one priority. Unfortunately, one big hurdle stood in the way: the Destiny Rescue website.
Caught up in the daily striving to rescue as many children as possible, Destiny Rescue had put its website on the back burner; the online user experience was lacking and the organization’s awe-inspiring story was easily lost in the clutter.
Rescue is the doorway to a brand-new future. Restoration is the key to breaking the cycle. Prevention protects at-risk children from continuing it.
Eager to bring its website up to date and increase its impact, Destiny Rescue reached out to Rethink Creative for support. Initial conversations revealed an outdated website that was creating a frustrating experience for users, inconsistent messaging, and a lack of storytelling leaving visitors feeling skeptical and unmoved. A lot needed to change — and quickly — if the organization were to increase its impact and reach more children.
Working with Destiny Rescue’s designs, Rethink Creative helped bring a modern, multimedia concept to life. The concept reflected Destiny Rescue’s empathy-driven, yet industrious nature, highlighting its successes and breakthroughs, and putting the spotlight on the donor as the key to rescuing more children from sexual slavery.
With clear objectives in mind, Rethink Creative and Destiny Rescue’s web team collaborated to build a new website from the ground up. The mission was clear: provide a clear, concise, and compelling web solution that empowered users to understand and take up their role in rescuing victims of human trafficking.
There were also some technical matters to consider. The Destiny Rescue website would need to be robust and visually engaging, intuitive to navigate, and easy to scale across three international domains. In particular, it was vital that the web design team clearly point the way to the “Give Now” button, harnessing the initial urge that so many feel to give!
One of the focuses of the Destiny Rescue website project was building a custom giving portal. Using extensive wire-framing as a brainstorming tool, Rethink Creative collaborated with Destiny Rescue’s global design team in the United States, Thailand, New Zealand, and Australia to develop a donation portal that fit the organization’s needs and goals. The result was a page that transformed emotion into action and helped reinforce the importance of giving generously.
The giving portal allowed for multiple actions to take place. Donors were enabled either to make a one-time gift — figures ranged from $50 to $1,500, an amount sure to cover an entire rescue from beginning to end — or become a Rescue Partner and give monthly. Additionally, the call to action, “Give Freedom,” at the bottom of the portal helped emphasize the gravity of a monetary donation.
Often an afterthought, Destiny Rescue’s blog was actually a focal point of the website redesign. Featuring the stories of undercover rescue agents, news from the frontlines, and moving portrayals of healing and transformation in the lives of rescued children, the blog has become a space worth lingering in.
For years, Destiny Rescue has produced videos and documentaries designed to help donors empathize with victims of child sex trafficking and rise up to take action. Now, they are given the prominence they deserve in a searchable and scalable gallery format that can be easily filtered by topic and type.
Launching the new website has created a lot of positive momentum for Destiny Rescue. Not only has the organization greatly improved the way it communicates its global impact, it has also built its credibility. Every day, Destiny Rescue extracts children from dangerous, traumatizing situations and restores them to a brand-new future in which they can be healed and live a full life.
Destiny Rescue’s powerful new website helps tell that story, highlighting the millions of children still in need of rescue — and the organization working tirelessly to bring them to safety.
YTD website traffic increased by
Time spent on site up
Website bounce rates
“It was a pleasure working with the Rethink Creative team. From the very beginning, they made our goals the priority. They were willing to adapt their creative processes to work closely with our international marketing team that expands across the globe. In doing that, they helped to ensure that our brand, the work that we do, and the children we serve were elevated, highlighted and protected. Without Rethink’s partnership this new website would not have happened.”