Rhetoric
This site fits in the genre of other informational campaigns since it includes features such as informational blog posts and a link for donations. However since this is an issue that can be affected through actions such as writing letters or signing petitions (you can’t exactly write a letter to Congress asking them to stop breast cancer), the site goes beyond what some other sites in its genre does. It includes clear and direct routes for taking action by providing links to petitions or instructions on how to email congressmen, etc.
Design
As with the emphasis, color is used to create contrast on the webpage and draw the eye to the most important aspects of the page. These include, as I have mentioned before, the text “Take Action,” the colored boxes in the corner and the blue question bar. If you continue to scroll down the webpage after the blue bar, you come to a section of blog posts. These posts are not emphasized by any color or special boxes. They are a collection of photos and white boxes set against a light grey background—not much contrast there. They blend in and are de-emphasized because they are not as important as the rest of the home page. The blog posts provide the most specific information, but the purpose of the home page is not to give deep information, but to present ways for the consumer of the text to take action about GMOs. The blog posts are there if you want them, but they won’t distract you if you just want to know where to click to send a letter to the FDA.