Empathy in Action: The National Centre for Action on Child Sexual Abuse’s Website Design

The design process involved over 65+ stakeholders, including government officials, industry experts, and victims-survivors. We conducted 40 hours of workshops and 15 hours of testing to ensure the brand resonated authentically with its diverse audience. Our approach was centred on human-centred design principles and co-design, focusing on creating a brand that honours victim-survivors’ experiences and advocates for systemic change.

User empowerment was a cornerstone of our design process, involving victim-survivors, advocates, industry experts, government officials, policymakers, professionals (from police to early learning to medical to legal to creatives to stay-at-home parents, and more) and stakeholders.

Through co-design workshops, focus groups, and individual interviews, we ensured their voices directly shaped the project. When addressing such a sensitive, multifaceted issue, tailoring the process to meet the audience’s needs is critical. This approach respects participants sharing vulnerable stories but also aids creatives in translating strategy into tangible outcomes, like an accessible and user-friendly website that victim-survivors can be proud to have contributed to.

Accessibility and inclusivity were paramount, ensuring the process accommodated diverse needs and perspectives and showcasing the power of design in driving meaningful change.

This comprehensive design process ensured that every aspect of the brand was carefully crafted to balance empathy, expertise, and organisational sustainability. The final design was implemented through extensive co-design sessions and qualitative testing, resulting in a sensitive and impactful brand.

The website design for the National Centre for Action on Child Sexual Abuse website was driven by a deep understanding of our diverse audience. We conducted rigorous research, co-design sessions, and testing phases to ensure that it was not only a functional and accessible website but also prioritised safety, quality, and professionalism to position the brand as a national leader.

On top of this, the effectiveness of the National Centre was non-negotiable; The website needed to succeed and to do this, it needed to balance commercial viability to ensure long-term organisational sustainability with a brand that victims-survivors could authentically resonate with.

When working with sensitive subject matter like child sexual abuse, we prioritised both functionality and safety in the user experience design. The website features content warnings, carefully curated photography, and safety features such as a prominent ”quick exit” button, allowing users to safely leave the site to a neutral or secure page.

Accessibility was a significant consideration for the website. We aimed to make the content accessible to as many people as possible by following universal design principles, implementing colour contrast and typography standards for low vision, and integrating UserWay to customize the website experience for users with diverse needs, including those with dyslexia, low vision, or neurodiversity.

The site’s clear visual hierarchy and related links ensure a seamless navigation experience, enabling users to find relevant information and resources easily. The detailed search functionality, especially for the active research register, enhances usability by providing quick access to critical data.

The website has transformed the National Centre into a trusted knowledge hub. It provides a safe space for victim-survivors, an educational tool for families and the community, and a resource for government and policymakers to access current research and information to drive systemic change.

The National Centre’s website underwent a comprehensive modernisation to reflect its impactful vision for a better tomorrow and its commitment to placing victim-survivors at the forefront of every decision. This a sentiment we aimed to visualise through the website.

A key innovation of the project was the conceptualisation and implementation of the “Stories to the Forefront” page, a strategic fusion of storytelling and design that showcases lived experiences. Each story is uniquely represented with typographic thumbprints, highlighting individuality and the human toll behind the stark statistics of child sexual abuse. This approach balances empathy with expertise, raising awareness of the issue in a memorable and impactful way unprecedented in the sector.

The page allows victim-survivors to share their stories anonymously, empowering those who have long remained silent. Since its launch, many victim-survivors have felt so liberated and empowered by the experience that they have requested to attach their names to their stories, marking a significant and deeply personal milestone for many of them. For some, this is their first time publicly sharing their experiences. This powerful feature not only elevates awareness but also provides a platform for healing and empowerment, setting a new standard for advocacy in this space.

With a focus on being a national CSA knowledge hub with ”research” being one of the focus knowledge areas. We developed a real-time map of child sexual abuse research activity across Australia, showcasing ongoing initiatives and the National Centre’s extensive work. This interactive tool fosters research collaboration, enhances transparency, reduces duplication, and improves study report quality. By integrating donation features, the website also supports long-term financial sustainability, serving as a national knowledge hub and a platform of hope.

According to the National Centre for Action on Child Sexual Abuse’s CEO, Dr. Leanne Beagley, “As a result of the work, the National Centre has arrived on the national landscape of this really important work to prevent child sexual abuse and respond better to those who live with the traumatic impact. The groundwork laid, and the brand conveyed is highly aligned with whom this means the most: the victims and survivors. The important long-term value is unmistakable.”

The National Centre’s website serves as the digital cornerstone of the organisation’s outreach, unifying our five knowledge areas and engaging audiences profoundly.

The focus on maximising user engagement and leading with co-design led to the creation of the impactful “Stories to the Forefront” feature, showcasing real-life stories to foster empathy and understanding of a complex issue, which is validated by user engagement as well as external feedback.

This website redesign has played a key role in elevating the National Centre’s mission and empowers users through meaningful engagement and access to essential resources. It is a powerful tool for community awareness, challenging stigma, and driving measurable change, supported by government endorsement and a comprehensive 5-Year Strategy and implementation plan.

Last but certainly not least, Victim-survivors have responded with overwhelming positivity, expressing that the branding and website have “moved them to tears” and made them feel “seen”, “validated”, and “proud to be part of the National Centre’s community.” This feedback underscores the site’s crucial role in providing support and advocacy for those impacted by child sexual abuse.