Toto is an AI-powered community platform designed to help social activists turn concerns into concrete civic action. The platform enables users to create targeted appeals, connect with the appropriate government officials, and track their outreach history.

Linkup ST focused on digital product design, branding, and UX to make civic participation accessible and motivating. The goal was to reduce friction and fear around activism while encouraging meaningful engagement.

See in action:

Web URL

RESULTS IN NUMBERS

Impact at a Glance

Following launch, 83% of users actively engaged with the AI letter-writing feature, generating appeals in as little as 2 seconds with minimal effort (4.8 / 5 CES). The project’s impact and clarity were recognized with a Red Dot Award in Brand & Identity Design.

83%

Main Feature Adoption

2 sec

Time to Action

4.8

User Effort Score (CES)

THE CHALLENGE

Where Activism Breaks Down

64% of Canadians feel disconnected from political decision-making and doubt their voices are heard. Existing social networks encourage discussion but rarely lead to real action. Writing appeals to government officials is time-consuming, error-prone, and intimidating for many users.

The challenge was to design an experience that transforms frustration into clear, achievable actions.

solution

Designing Action-First Experiences

Linkup ST designed a mobile-first, action-oriented platform centered around an AI-powered letter-writing assistant. The interface guides users through creating accurate, goal-driven appeals and routes them to the correct officials. Community features allow users to join causes, collaborate, and focus on shared issues through a structured feed. Gamification and friendly branding support engagement without trivializing serious topics.

RESULTS & IMPACT

From Individual Voices to Coordinated Impact

Toto enables users to move from concern to action in just minutes. The AI-assisted experience removes common barriers such as fear of mistakes or uncertainty about where to send appeals. Community-driven actions amplify individual voices into collective pressure. The platform establishes a strong foundation for scalable, digital civic engagement.