Fighting against global malnutrition



The Global Alliance for Improved Nutrition (GAIN) is a Swiss-based foundation that was launched at the United Nations in 2002 and is focused on tackling the human suffering caused by malnutrition.

Together in collaboration with The Milan Urban Food Policy Pact (MUFPP) and The RUAF Global Partnership on Sustainable Urban Agriculture and Food Systems, they founded the Food Action Cities initiative. By working with governments, businesses and civil society, they aim to transform food systems to deliver more nutritious food to all people, especially those who are the most vulnerable.

Critically, GAIN and their partners needed to create an easy to use platform that made it easier to inform their partners about food and nutrition actions and projects in various cities. Essentially providing them with case studies on urban food systems that are linked to each other, so governments and organisations can easily share their knowledge, and get inspired by others’ food programmes and implement them themselves.


WeAreBrain created a platform to facilitate GAIN’s requirements. The website engages and inspires the visitor to dive deeper into the content to influence action around issues related to urban food systems and nutrition. Our intention with the platform is to inspire others to take action. Visitors should feel inspired to make positive change and feel equipped with the tools, advice, and how-to guidance on how to make changes to their current food and nutritional concerns.

The content and mobile approach for the platform were designed to give maximum exposure to the real star of the platform: its rich content. As an added benefit of this approach, we can maintain a very small footprint which allows the platform to be accessible even on slower connections. This is particularly important for developing nations with limited internet access.

From the start of this project, we understood that there were two main audiences: The first are the people who are aware of what they are looking for and who use the platform to obtain information. The other audience group includes those who are aware that they have to take action with urban nutrition, but are unsure where to begin. We cater to the last group by giving clear call-to-actions that allow them to get started and steadily guide them through the platform. The first audience group is given a logical site structure as well as extensive search options.


WordPress was used as the website builder and content management system. This open-source software offers an easy to use CMS that ensures that content management and site updates can be done without the need for a specialised web developer. In recent years WordPress has also allowed for a lot more flexibility from a design perspective, making it a great option for developing an end result that will look unique.

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