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We are proud to be helping Girls Not Brides put an end to child marriage and enabling girls to fulfil their potential.

Girls Not Brides is a global partnership of more than 700 civil society organisations from over 90 countries committed to ending child marriage and enabling girls to fulfil their potential.

Since our original project to redesign the website in 2012, Girls Not Brides they have since become one of our closest and longest-standing clients.

The comms and marketing team continue to pursue a more active and strategic online campaign to communicate the issues surrounding the eradication of child marriage around the world, and we’re privileged to be able to continue to work with Girls Not Brides on this very important issue.

Since the beginning, we’ve remained an important part of the their comms team, providing continious interations and focused pieces of work which has improved and further optimised the platform for the members who rely on the website. We’ve worked on a number of important features including the resource centre, interactive campaign pages and member directories.

Our Involvement in the Project
  • User Research and Planning
  • Information Architecture
  • UX / UI Design
  • CMS Implementation
  • Performance Optimsation
  • Ongoing Support, Measuring and Iterating
Project Duration

Started 2012 - Ongoing

Team Location
  • Somerset, UK
  • London, UK
  • Esteponia, Spain

Since 2012, we’ve continued to learn and build up our knowledge and understanding of the complex social, politically and economic issues which perpetuate child marriage worldwide. For us, it was vital to have a basic understanding of the subject to provide the best recommendations going forward for the site.

The website redesign gave the team an opportunity to apply their new strategic objectives into the foundations of the new site. With these core values embedded in the roots, the team were confident that the work we were doing would meet the expectations set by senior management on behalf of the 700 member organisations worldwide.

We spent a significant amount of time at the beginning of the project mapping out the important user journeys and interviewing member groups to gain a deeper insight into what users needed out of the website, not just what we felt was correct.

It was important that for a sensitive topic as this, that the visual design and tone were consistent and always positive. We went through many rounds of iterations and review before we came up with the final concept.

During our research, we discovered that many users would be visiting the site from developing countries where devices were less capable and often on poor internet connections.

We developed a two-tier approach consisting of what we called a “core” and “rich” experience. Users with less capable devices would have access to content as quickly as possible using the core experience, and users on more advanced devices would be served with a richer experience which had more interactive components such as animations, high-res images and video.

We decided to use WordPress as the core framework to the CMS, it’s scalable platform, and intuitive interface provided the team with an easy to use system which made updating the site much easier than before.

The CMS continues to be the backbone which supports the entire site and has been handling more than 1.8 million page views per year. We continue to build on our work having recently rolled out multilingual capabilities and Salesforce integration.

Our work on the initial project launch and subsequent iterations have meant that the Girls Not Brides team have a tool that allows them to continue to push vital information into the hands of those who can positively work to improve the lives of your girls around the world. Since the initial site launch, there have been a 4x increase in traffic, generating 1.8 million page views in the last year alone and an increase in traffic from developing countries by 210%.

The key to the success of this project has been down to the close partnership between us and the team at Girls Not Brides. We look forward to continuing our relationship with the team and providing users with even easier access to information worldwide.

The Idea Bureau has done an exceptional job understanding Girls Not Brides’ brand and mission, and delivering an impactful website that supports our work to end child marriage.

Sophie Drouet, Digital & Content Editor at Girls Not Brides.