Because so much housing suffered damage, and because a major donor offered a substantial match, the primary call to action was aimed at global donors.
SITUATION
The devastating earthquakes of February 2023 in Türkiye and Syria triggered an Airbnb.org emergency response to provide free temporary housing for first responders and survivors.
TASK
I needed to create the content design for a landing page recruiting donors for an unprecedented $5M match, along with a secondary ask for hosts to offer free housing. This required fast and close collaboration with cross-functional partners in design, marketing, engineering, operations, partnerships, and executive leadership.
ACTION
Starting with my content design system for emergency response landing pages, I proposed design changes to improve content hierarchy for unique factors in this response, and created content iterations to improve the overall look and feel of the landing page.
We quickly evolved the design and content within hours and days of the quake, responding to the needs of our localization, operations and marketing teams.
RESULT
Our team reached new fundraising goals and provided free emergency housing for over 1600 survivors and first responders.
STRATEGIC INSIGHT
Well-defined content systems can enable speed, versatility, and a consistent user experience in times of crisis as well as blue-sky moments.