Following a wider identity shift for FCAS, now Blue Square Alliance, CMA was tasked with designing and developing the landing page for Timeout Against Hate. Built around a high-profile Super Bowl campaign, the page needed to connect with a primarily Gen Z audience, carry a powerful anti-hate message and turn huge campaign visibility into clear, meaningful action.
Services
Challenge
A serious message for a fast-moving audience
Timeout Against Hate had a message that mattered, but it needed to land with an audience that engages quickly, visually and socially. With a primary focus on Gen Z, the campaign needed a digital experience that felt immediate, shareable and built for the way people actually consume content. The challenge was to create a landing page that could match the scale of the campaign without losing the simplicity of the message.
Goal
Make the movement easy to understand, support and share
The goal was to create a campaign landing page that turned awareness into action. Users needed to quickly understand the campaign, connect with the cause and find simple ways to get involved, whether that meant requesting a Blue Square pin, donating or sharing the message. The page had to feel bold and social-first, while still sitting confidently within the wider Blue Square Alliance brand.
Result
A landing page built to carry national momentum
CMA designed and developed a responsive landing page with a social media-first aesthetic, clear messaging and simple calls to action. The campaign went on to achieve huge visibility, reaching 178 million people and generating more than 17 billion impressions. The final page gave Blue Square Alliance a focused digital destination, helping turn a major awareness moment into a movement people could support, share and act on.
