A pledge forty-seven organizations could actually join
Website
The Global Lead-Free Water initiative is run by the UNC Water Institute on behalf of an informal working group on toxic metals, with the World Health Organization, UNICEF and national governments among its partners. Its goal carries two dates: stop new drinking water systems leaching lead by 2030, and make all drinking water lead free by 2040.
A pledge is worth exactly the organizations that sign it. So the site's job is not only to explain lead, although it does that at length. It is to take a health ministry or an NGO director from “what is this” to “we have joined” in one sitting. Forty-seven have.
The argument
Two goals, and the dates attached to them
Today, 2030 and 2040, drawn as one line. Stop new systems leaching lead by the first date; make all drinking water lead free by the second. Under it, three columns, and the middle one carries the number the whole campaign rests on: globally 800 million children, roughly one in three, have too much lead in their blood. Anybody who reads this far knows the whole ask.
The document
The pledge itself, in four commitments
Numbered one to four, each a sentence an organization could be held to: new systems built to international standards for lead leaching, monitoring plans for existing ones, investigation where levels reach the WHO guideline value, and support for communities reducing exposure. Below them sits how the signatories will implement it.
The count
Forty-seven partners, and the number is the point
Governments, intergovernmental organizations and NGOs, with Ghana, South Africa, Uganda, UNICEF and the World Health Organization among the founding group. The running total sits right under the logos, because that total is what persuades the forty-eighth. This is a thing other people have already joined.
The client edits this themselves, in the CMS
The ask
How to join, in three steps
Read the pledge, choose your commitments, and somebody follows up. That is the entire process, numbered, with the PDF and the form linked from the step that needs them. An organization weighing whether to sign wants to know what signing involves before it starts, and three steps is short enough to read standing up.
The evidence
Resources filtered by the question you arrived with
Health effects, sources and occurrence, solutions and policy, with a search box across a list of studies, guidelines and reviews. Somebody drafting national policy and somebody writing a news story want different things off the same shelf, and neither should have to read the other one's shortlist first.
The client edits this themselves, in the CMS
The calendar
A countdown, because the date is the pressure
The next UN Water Conference takes the top of the events page with days, hours, minutes and seconds running down to it. Below that, what else is coming, then every previous conference as a list. On a campaign built out of deadlines, a clock is doing work.
The client edits this themselves, in the CMS
The record
News, sorted by what kind of news it is
Thirteen items, and the filter counts them as it sorts: three publications, five ongoing activities, one other project, four press and milestones. A systematic review and a call to action are both news here and they are not the same thing. It lets a research program and a campaign share one page without either drowning the other.
The client edits this themselves, in the CMS
How a pledge stays joinable
Every page ends on the same sentence
A dark band carrying one ask, help make all drinking water lead-free by 2040, closes the homepage, the pledge, the partners, the resources, the events and the news. A campaign with one goal should be impossible to leave without having been asked.
The pledge is a page and a PDF
The full text reads on the web for somebody deciding, and downloads as a document for the person who has to take it into a meeting and get a signature on it.
Partners, news, events and resources are theirs
All four are maintained by the team in an easy-to-use CMS. On a campaign whose whole case is momentum, a partner list that needs a developer is a partner list that is out of date.
It says who is speaking
The footer names the institute that manages the site and states that the contents do not necessarily reflect the positions of the individual partner countries and organizations. On a page carrying the marks of governments and a UN agency, that line is load-bearing.
One clock, counting down in public
The conference countdown runs live in the browser, so nobody has to remember to update a date, and the page cannot end up wrong about how long is left while everybody assumes it is right.
Check out these other projects
UNC Gillings School of Global Public HealthSixty-eight questions that map a whole systemA fifteen-minute assessment that maps 68 parts of a child support system and gives a community back its own picture.See the project 
Sunset GroveOne map of the whole neighborhood, theirs to updateFifty-five homesites in Pittsboro, with a lot map the sales office kept current themselves, one dropdown at a time.See the project 
Silverstone JewelersBrowse by what it is, who made it, or what it is forA jewelry store in Howell, Michigan, with 190 pieces a buyer can reach by category, by designer or by any of 141 tags.See the project Adrial is my go-to designer for anything my business needs … which is why I have used him for three different companies over the last 20+ years.
Craig WoodCEO, Definian
Your great work deserves to look great.
Twenty-five minutes. Tell me what you're trying to do and who needs to see it, and I'll tell you what I'd build first and roughly what it costs.