Mécenat Chirurgie Cardiaque

For nearly 30 years, Mécénat chirurgie cardiaque has been a major, experienced player and specialist in pediatric cardiac surgery. The association was founded by a doctor, Francine Leca, who tirelessly works to save children from countries that lack the material and human resources to care for them. Thanks to a journey of diagnostics, welcome, and care organized by the teams, they operate on children in France. This journey is funded by the donations collected by the association through numerous events and partnerships.

It combines advanced expertise in pediatric cardiology, logistics, and fundraising without which nothing would be possible. The average cost of an operation is 12,000 euros; 4500 children have been saved since 1996. And we must save more and more.

"The reason for the association's existence? To save as many children as possible. The goal of the redesign? To encourage donations and fundraising. The many workshops we conducted with the teams were crucial in this regard: never losing sight of the ultimate objective. We have therefore moved forward with a mobile-first logic as the most effective way to cut through, get to the point, get rid of the excess and the superfluous, to encourage donations. The watchword: 'Straight to the point'!”

Marion, Digital Advisory Director, 148 Agence Collective 

The UX reflection was the cornerstone of the redesign, focusing on who? what? and especially how to act? After determining the main targets and how to directly address them, with action verbs and first-person statements, we restructured and simplified the hierarchy. A minimum of entries, little depth. The goal was to refine the existing structure according to efficiency criteria.

Ultimately, the donation is accessible at every click level. A sticky CTA "Make a donation" (the simplest and most direct means of action) is integrated into all pages of the site; a main navigation tab is dedicated to “How to act?” with a breakdown into as many targeted groups; finally, a pre-header offers a “Quick Access” pathway with entries that directly guide users on how they can raise funds: “I act with…”, “I become…”, “I create…”, etc.

Entries that are not directly related to donation are there to show whom we give to, for whom and why. They are dedicated to the medical and logistical expertise of the Cardiac Surgery Sponsorship teams, the network of partners, and the children who have benefited from this solid know-how.

"In our collaboration with Agency 148, we particularly appreciated the firm and compassionate listening from the project manager. This allowed us to make decisions without hesitation."

Orso, director, Cardiac Surgery Sponsorship association

The art direction was based on the graphic charter of Mécénat chirurgie cardiaque, simple and eloquent: the white, the signature red that symbolizes life, just like the heart icon detached from the logo to punctuate the visit in various places on the site. The association is embodied by the children whose faces and stories are immanent, and thereby transversal, to the navigation on the site. The thread of life is graphically represented by a wireframe animation, which appears/disappears on scroll, acting as a background dressing and underlining the main elements.

Everything is designed so that the browsing experience engages the user in a potential action mode, from the moment they arrive on the site.