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When a person is fighting cancer, hope is all-important. And when it comes from other people who’ve successfully beaten cancer, it’s all the more powerful. Cancer Research UK asked us to create an online platform where survivors could share their stories — and Every Moment Counts was born.

Every Moments Counts had two simple but important jobs. Firstly, it had to provide an easy way for cancer survivors to share the inspirational ‘moments’ from their cancer journeys. And secondly, it needed to display these moments in the most appealing way possible, illustrating the collective force of people versus cancer.

Our solution was a clean, grid-based design that displayed the stories as photographs first and foremost. This was achieved by making it mandatory for anyone submitting a moment to include a photograph (which could be uploaded natively, or scraped from Facebook or Instagram).

We then displayed them in a grid with an infinite scroll built in, so that the immense scale of the moments came across clearly. An algorithm was also built into the grid to allow us to intersperse donation call-to-actions, prompts to watch a specially-commissioned film and brand messages within the grid.

Contributors had the option to write a brief headline to describe their moment, or to go into more detail, with their written stories appearing on a rollover. Other clever technical elements included letting anyone who submitted a moment crop and move their image, making the site fully responsive across all devices, and including full share functionality for each individual moment.

The stats that count

The site’s performance far exceeded expectations, with over 250,000 page views, and 467 moments submitted (and counting!).