To help promote the release of the new Stonewall+ website, Stonewall+ created an interactive press release. The press release directed the copy at the reader – a first-person dialogue that implied a conversation rather than the expected broad-stroke narrative of standard press releases. The Tribute website celebrates ‘The Click’ – the Internet’s most undervalued asset.
The copy was littered with the word (click), and every ‘click’ displayed an attention-grabbing wobble motion. On scroll-over the click word repelled the text around it – as if it were a polar opposite. By clicking on the ‘clicks’ the users mouse cursor grew bigger, making the cursor more noticeable. The text gradually gave way to the big reveal that lay behind the press release – a fun and quirky call to action to visit the site.