A Thousand Miles for care
Launching a mobile-first microsite for reproductive rights advocacy
Project Brief
In 2025, The Center for Reproductive Rights and GSD&M partnered together to create a video campaign that highlights the distances women travel for abortion care.
We needed to build a mobile-first microsite to house the campaign videos, interactive data and statistics, and a representative contact form for visitors to take immediate action. This was a pro bono project delivered under a tight three-week timeline, requiring rapid iteration and close collaboration across design, development, and client teams.
Success Metrics
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Design a unique look and feel for the "A Thousand Miles" campaign
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Create a mobile-first microsite aligned with campaign visuals
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Implement a high-conversion “Take Action” form
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Deliver a fully responsive build under a compressed schedule
The Process
01
Discovery
We began with an alignment session with the CRR team to define campaign goals, content priorities, and technical constraints. A rapid audit of CRR’s existing site architecture informed how the microsite could integrate without compromising performance or backend compatibility.
02
UX Design
We mapped out the microsite’s structure for maximum impact in a single scroll, creating a placement strategy for the campaign video, interactive map, and Take Action form.
03
Brand Identity and Microsite Development
3.1 User Interface
We conducted an exploration to develop a brand identity that felt both inviting and approachable while also speaking to the sensitivity and impactful nature of the campaign.
Moodboards showing 3 different identity directions. The client ultimately chose option 3.
3.2 Site Design and Development
The final design was implemented in-house, enabling direct collaboration with developers for rapid QA and testing.
This included embedding the Take Action form within CRR’s existing framework and reskinning the interactive map to align with the campaign’s brand identity while maintaining backend compatibility.
Close up of featured stories from real women
Embedded three-step Take Action form
CRR’s map functionality reskinned to match the campaign branding
Results & Reflection
The microsite successfully brought the Thousand Miles for Care campaign online, providing visitors with an immediate way to learn, engage, and most importantly, take action. The in-house development process allowed for clear communication, quick adjustments, and better oversight. Our team delivered a polished, high-performance site under an accelerated schedule.
Challenges
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Integrating CRR’s existing form infrastructure while maintaining branded styling
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Preserving API compatibility for the interactive map while improving UX logic
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Coordinating design and development under a three-week timeline
Final Microsite Design
