In 2008, the Fetzer Institute began a public awareness campaign on their central mission — teaching the power of love and forgiveness. The campaign was a multi-year, national effort to publicize their work to a broader audience beyond the scientific and religious communities. Fetzer learned of IK through our work on a website for film that they funded called, "The Mystery of Love."
IK consulted with Fetzer extensively throughout the website development, incorporating the visual design and the educational goals of the campaign. The site features information and excerpts from three films that aired on PBS. At time of launch the site also enabled users to share their stories of love and forgiveness as well as a blog featured on the home page that was regularly updated with new information on events related to the Campaign.
Fetzer wanted a unique interactive element on the site that would create a subtle viral marketing element. IK proposed the "Letting Go Ritual" which takes the visitor through a process of releasing unwanted thoughts, burdens, emotions, and attachments. The interactive has been extremely popular with site visitors prompting grateful emails such as...“I did the letting go ritual 4 times { I have a lot of baggage} and it really helped.”
