Designing a site that shifts the narrative on caregiving

Designing a site that shifts the narrative on caregiving

The Challenge

Caring Across Generations aims to transform cultural norms and narratives about aging, disability, and care in America, and to change policy in tandem. The organization needed a website that would better reflect the people it serves and facilitate easy access to its many critical resources and advocacy campaigns. Online advocacy is a vital part of how the organization achieves impact, so creating a strong brand and coordinated digital strategy was paramount.

Policy & Advocacy
SEO & Content Strategy
User Experience & Design
An organization’s website should reflect the community it serves–on the front and back-end.

An organization’s website should reflect the community it serves–on the front and back-end.

To reflect its community of caretakers and recipients, we revitalized the visuals and imagery on Caring Across Generations’ new site. We also made sure the user experience was reflective of the community’s needs, increasing accessibility for the elderly and people with disabilities.

Bold and clean

Bold and clean

We designed the new website to embody the organization’s spirit of compassion, adhering to the organization’s brand guidelines while evolving the aesthetic to feel more contemporary. The collage-style imagery throughout the site creates a sense of fun and community.

Intuitive navigation

Intuitive navigation

The Caring Across team told us they were fielding requests for the same information over and over again. That input was useful in figuring out what resources, campaigns, and other content to surface on the site for partners, funders, and the media, saving team members’ valuable time.

Donations, in a click

Donations, in a click

We embedded the EveryAction fundraising platform seamlessly into the Caring Across website, making it easy for supporters to donate. The contribution page is now clear about how donations are used, which builds trust.

Caring Across Generations

“ From the outset, Firefly truly understood our organization’s vision and needs. They guided us through best practices to reimagine our brand and website while staying true to our roots. Now, our digital home authentically represents our mission and serves our community.”

Caring Across Generations
Sadé Dozan
Chief of Development & Operations


WordPress’ intuitive CMS can make nonprofit professionals’ jobs easier–if it’s leveraged correctly. We cleaned up the Caring Across website CMS to make it easy to maintain, freeing up valuable time for the team to focus on advocacy.

More Care On-Screen

More Care On-Screen

Part of Caring Across Generations’ mission is to shift the narrative around caregiving. Celebrities including Seth Rogan and Meg Thee Stallion make up its Creative Care Council, amplifying caregiving stories and advocating for change.

Media representation matters. For the Care Inclusion Playbook, we created a new resource for the site that provides valuable tips on incorporating caregiving into film and TV. “More Care On-Screen” strikes the balance between being visually striking and usable.

Wide image

Here’s how Caring Across Generations is serving the community, online and off.


increase in form views per user, indicating growing interaction with digital content year-over-year


increased engagement due to 13% more site traffic, reflecting the effectiveness of content in capturing user attention


People signed a petition to Congress demanding attention to the care crisis in 2023, according to Caring Across’ website

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