We get so used to the conventional ways in which sites are constructed that we get caught up in what is expected sometimes. Â But every now and again someone comes along and creates something different, something that uses the medium in the way it should be used.
girleffect.org is a great example of how a charity site could look. Like all charity sites they need to convey their story in an emotional and compelling manner, most fail at this first hurdle but girleffect.org manages to captivate the viewer from the very start.
It is also a good example of how a site can be made to be distributed and shared
Nike are behind the initiative which just shows that every sector can learn from the big consumer brands experiences with digital; it tend to be those brands that are at the cutting edge.