Write a Letter to the 921 Earthquake
Write a Letter to the 921 Earthquake
Write a Letter to the 921 Earthquake
How we successfully created a user-generated content project.
Company
Company
United Daily News
United Daily News
role
role
Project Manager
Project Manager
Type
Type
Type
User-generated Content Project
User-generated Content Project
Timeline
Timeline
Timeline
2019
2019
Tasks
Tasks
Tasks
Project Ideation, Coordination Planning, UX Writing
Project Ideation, Coordination Planning, UX Writing
TEAm
TEAm
TEAm
1 Project Manager, 1 Designer, 1 Developer, and 1 Photographer
1 Project Manager, 1 Designer, 1 Developer, and 1 Photographer
Overview
Overview
On September 21, 1999, a major earthquake struck Taiwan, claiming over 2,000 lives.
To commemorate the 20th anniversary, the United Daily News launched a project in 2019 to collect reader memories of the 921 Earthquake. We encountered difficulties in stirring emotions without reawakening traumatic memories.
This case study details how we navigated these issues and received 319 letters through a successful campaign.
On September 21, 1999, a major earthquake struck Taiwan, claiming over 2,000 lives.
To commemorate the 20th anniversary, the United Daily News launched a project in 2019 to collect reader memories of the 921 Earthquake. We encountered difficulties in stirring emotions without reawakening traumatic memories.
This case study details how we navigated these issues and received 319 letters through a successful campaign.
Our challenges
Our challenges
How could we evoke emotions about an earthquake from 20 years ago?
How could we evoke emotions about an earthquake from 20 years ago?
As 20 years had passed, the memories of the 921 Earthquake were gradually fading. We hoped to create a “921 Memory Bank” so that both readers who had experienced it and those who had not could understand how people across Taiwan survived that night through the shared stories of others.
However, evoking memories of an event that happened 20 years ago was challenging. Throughout the project, we constantly discussed how to guide readers into recalling their emotions from the 921 Earthquake.
As 20 years had passed, the memories of the 921 Earthquake were gradually fading. We hoped to create a “921 Memory Bank” so that both readers who had experienced it and those who had not could understand how people across Taiwan survived that night through the shared stories of others.
However, evoking memories of an event that happened 20 years ago was challenging. Throughout the project, we constantly discussed how to guide readers into recalling their emotions from the 921 Earthquake.
How could we do this without triggering traumatic memories?
How could we do this without triggering traumatic memories?
Thousands of lives were lost in the 921 earthquake. Rather than triggering traumatic memories associated with the event, we wanted our project to convey a sense of hope and blessings for Taiwan.
Thousands of lives were lost in the 921 earthquake. Rather than triggering traumatic memories associated with the event, we wanted our project to convey a sense of hope and blessings for Taiwan.
Our solutions
Our solutions
Step 1: Evoking readers' memories and setting the tone with a teaser video
Step 1: Evoking readers' memories and setting the tone with a teaser video
When visitors first entered the website, they were greeted with a teaser video designed to evoke emotions. The video set a hopeful tone using a paper crane theme, inviting viewers to share their memories of the 921 Earthquake.
We photographed over 200 pictures of the paper crane, capturing images of it taking flight. These photos, combined with text, were used to create a stop-motion animation video.
When visitors first entered the website, they were greeted with a teaser video designed to evoke emotions. The video set a hopeful tone using a paper crane theme, inviting viewers to share their memories of the 921 Earthquake.
We photographed over 200 pictures of the paper crane, capturing images of it taking flight. These photos, combined with text, were used to create a stop-motion animation video.
Step 2: Presenting others' memories of the 921 Earthquake
Step 2: Presenting others' memories of the 921 Earthquake
We believed that when readers saw others' shared memories, it would encourage them to share their own experiences more eagerly.
While creating the project, we invited well-known Taiwanese celebrities, news anchors, directors, and other influencers to write down their memories of the 921 Earthquake. By the time the feature went live, the letter browsing page already had several pre-written letters.
After the video in Step 1 ended, readers were taken to the letter browsing page, where they found many letters that motivated them to share their own memories.
We believed that when readers saw others' shared memories, it would encourage them to share their own experiences more eagerly.
While creating the project, we invited well-known Taiwanese celebrities, news anchors, directors, and other influencers to write down their memories of the 921 Earthquake. By the time the feature went live, the letter browsing page already had several pre-written letters.
After the video in Step 1 ended, readers were taken to the letter browsing page, where they found many letters that motivated them to share their own memories.
Step 3: Inviting readers to share their memories of the 921 Earthquake
Step 3: Inviting readers to share their memories of the 921 Earthquake
After browsing others' memories, readers could click the "Write a Letter" button, which would take them to a page where they could write their own letter.
Note: Sine the campaign ended in 2019, the “Write a Letter” feature is no longer available.
After browsing others' memories, readers could click the "Write a Letter" button, which would take them to a page where they could write their own letter.
Note: Sine the campaign ended in 2019, the “Write a Letter” feature is no longer available.
When too many readers visited the website...
When too many readers visited the website...
Problem: Unexpected influx of traffic affected the loading speed
Problem: Unexpected influx of traffic affected the loading speed
We initially expected only a few people to write letters, but the readers' response was surprisingly enthusiastic. Every day, many readers visited the website to browse and write letters. However, this unexpected influx of traffic significantly affected the website's loading speed.
Originally, the design was to load all the letters at once when entering the letter browsing page. Due to the large number of letters, the website became very slow.
We initially expected only a few people to write letters, but the readers' response was surprisingly enthusiastic. Every day, many readers visited the website to browse and write letters. However, this unexpected influx of traffic significantly affected the website's loading speed.
Originally, the design was to load all the letters at once when entering the letter browsing page. Due to the large number of letters, the website became very slow.
Solution: Changed the way the website was loaded
Solution: Changed the way the website was loaded
To address this, we asked the developer to change the system so that only ten letters load at a time. Readers would then click a button to load the next ten letters.
To address this, we asked the developer to change the system so that only ten letters load at a time. Readers would then click a button to load the next ten letters.
A Surprising Success
A Surprising Success
Before the letter-writing campaign ended, we received a total of 319 letters. Some readers, living near the epicenter, shared how the earthquake destroyed their homes that night. Others wrote about losing loved ones in the disaster. Each letter captured the memories of readers from various counties and cities in Taiwan on that fateful night.
In addition to the overwhelming online participation, the United Daily News even received a handwritten letter by mail. One reader, inspired by our call to share memories of the 921 Earthquake, wrote his memories on a piece of paper and sent it to the newspaper.
This project taught me that by empathizing with our readers, addressing the challenges that might prevent them from sharing their memories, and proactively planning to overcome these obstacles, we can engage hundreds of readers—even for an event that occurred 20 years ago.
Before the letter-writing campaign ended, we received a total of 319 letters. Some readers, living near the epicenter, shared how the earthquake destroyed their homes that night. Others wrote about losing loved ones in the disaster. Each letter captured the memories of readers from various counties and cities in Taiwan on that fateful night.
In addition to the overwhelming online participation, the United Daily News even received a handwritten letter by mail. One reader, inspired by our call to share memories of the 921 Earthquake, wrote his memories on a piece of paper and sent it to the newspaper.
This project taught me that by empathizing with our readers, addressing the challenges that might prevent them from sharing their memories, and proactively planning to overcome these obstacles, we can engage hundreds of readers—even for an event that occurred 20 years ago.
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