Connecting to Make a Change

Jane Goodall's Roots & Shoots

Jane Goodall's Roots & Shoots 3

Empowering the youth of tomorrow

As a global nonprofit, Jane Goodall’s Roots & Shoots looks to empower young people and their educators to make a positive change in their communities. Taoti Creative worked with the organization to re-do the United States website and help them connect its members and audiences across the country.

Case Study: Jane Goodall's Roots & Shoots


We needed to create a website that was visually appealing to all of Roots & Shoots’ users, which included young children, university students and educators at all levels. This part wasn’t a challenge for us. But how do you get people in such different phases in their lives to connect and communicate between them? How do you encourage users with diverse levels of engagement to be part of the organization and find helpful information? That’s where we really had to put our innovation hats on.


We created different sections tailored specifically for youth and educators. As we went through our research phase, we also understood that even though members want to make a change, not everyone has the same time available or the same interests. Our solution was to create a tailored experience for each user so that everyone could feel identified with the organization.

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Encouraging to take action

Roots & Shoots’ mission is to encourage people to take action. Regardless of how big or small that activity is, it can have a positive impact on the world. The organization’s internal team developed several articles outlining different ways users could mobilize and take action. But how does someone find the information that will suit their interest and time? We made it extremely easy for users to find what they’re looking for by creating a 5-second quiz anyone can take! The short quiz allows users to choose what topics they care about and how involved they want to get. It then generates topic-specific articles that show “1-click actions” or “challenges”, and other relevant resources.

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Creating a social platform for members

How do we connect all members, encourage them to communicate between them, and help them keep track of their activities? By creating a social portal that allows them to create a personalized profile. Through the portal, users can join different groups, send and receive messages from other members, send invites to join activities they are planning, and keep track of their actions.

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