Adding to its already strong charity credentials, digital agency Underwired* has redesigned the children's charity Action For Kids' web site. The new site went live on 20th February at

As well as working on the look and feel of the site, Underwired concentrated on making the customer journeys easier and more intuitive, and calls to action more effective.

Underwired's Head of Planning Lazar Dzamic commented "We wanted to make the site work harder by making information easier to find, increasing the number of donation mechanisms from five to more than ten, and making the events area a bit more exciting. We also wanted to make the site Bobby AAA compliant, focusing strongly on accessibility [the Disabilties Discrimination Act currently requires Bobby A compliance], which is so important for charity organisations."

Action For Kids helps disabled young people and children in three main ways. They provide mobility aids, work related learning and family support services.

Kate Delaney, Director of Fundraising, commented "It was important for us to work with an agency who could understand the ethos of our charity and the importance of accessability issues. We have found Underwired's team to be both professional and extremely easy to work with."

Tina Baker, star of Celebrity Fit Club and GMTV soap expert said: "A lot of websites are complicated, unclear and unwelcoming – in fact downright disabled-unfriendly!” adds Tina. ”The new Action For Kids website is clean, straightforward and interesting and provides easy access for as many people as possible.”

Underwired has a strong heritage in the charitable sector having designed web sites, viral and email marketing campaigns and eCRM programmes for UNHCR, VSO, National Missing Persons Helpline, the Institute of Cancer Research and Oxfam.



Underwired, an independent digital agency, was established in 1996 and is based in London. Its services include web and interactive TV design and production, e-marketing, online PR, and search engine services. Please see

For further information or screenshots please contact:
Felix Velarde or Lazar Dzamic
Tel: 020 7089 8666

Published on: 12:00AM on 7th April 2005