2025 Topic #026 Rebranding and revitalising aaservice.org.au

Topic #026/2025 Rebranding and revitalising aaservice.org.au

What do you want Conference to do?

That the General Service Conference approve the rebranding and updating of aaservice.org.au, with a focus on integrating the website with the new Members portal, to improve user experience, streamline digital services, and align with AA Australia’s evolving digital infrastructure. This project will also ensure that aaservice.org.au is brought into line with the new national websites — aa.org.au, members.aa.org.au, and literature.aa.org.au — creating a cohesive and unified digital presence for the Fellowship.

What issue does this proposal address?

This proposal addresses the issue of outdated digital infrastructure and a fragmented user experience across Alcoholics Anonymous Australia’s online presence.

Specifically, it aims to:

• Ensure that aaservice.org.au is more user-friendly and accessible for all members and fully aligned with the newly launched Members portal to create a seamless experience.
• Update the website’s design, functionality, and security to meet modern web standards and better serve AA Australia’s members, while taking care to maintain the integrity of the existing service. Developed more than a decade ago, the current platform’s stability and technical underpinnings are not fully documented, and any upgrades must carefully preserve critical functions.
• Acknowledge that aaservice.org.au has, to date, effectively been another AA-owned website with no formal management, oversight, or custodianship. As a result, we do not have a complete understanding of what data, history, or resources are currently housed within the platform.A full audit will be required to identify and protect any critical information.
• Recognise that aaservice.org.au holds significant historical and operational data that must be protected and retained.Without careful handling, there is a risk of losing valuable content, records, and functionality that support AA’s service structure. A structured redevelopment approach will ensure the platform remains usable, secure, and valuable for the Fellowship into the future.
• Integrate aaservice.org.au with AA’s other digital properties — aa.org.au, members.aa.org.au, and literature.aa.org.au — to provide a cohesive, professional, and easily navigable online experience, ensuring members can readily access resources, support, and information across all platforms.

Background information that supports this proposal

The current aaservice.org.au website is outdated, fragmented, and operates independently from the newly developed Members portal and other national websites.

Modern web standards, security requirements, and accessibility expectations now necessitate a full redesign to ensure the site’s long-term sustainability, improve member engagement, and provide streamlined access to service resources.

Aaservice.org.au has historically had no formal management structure, and its underlying content, systems, and data have not been fully audited. There is a risk that valuable information could be lost if redevelopment is not handled carefully.

This update will also align aaservice.org.au with AA Australia’s broader digital strategy, ensuring consistency across all digital platforms — aa.org.au, members.aa.org.au, and literature.aa.org.au — and delivering a more cohesive, secure, and professional service model for the Fellowship.

How will this proposal benefit the fellowship or the still suffering alcoholic? 

This proposal will significantly improve the efficiency and effectiveness of AA Australia’s digital services by streamlining internal resources and ensuring consistency across platforms.

By updating and integrating aaservice.org.au with the new Members portal, members will benefit from easier, more intuitive access to relevant service resources, without the confusion of navigating multiple websites or managing additional logins.

It will also reduce duplication of effort for staff and volunteers, eliminating the need to create or maintain separate materials across disconnected systems. This unified approach will foster more cohesive communication and strengthen AA’s overall digital presence.

Ultimately, it ensures that everyone within the Fellowship — whether trusted servants, members, or those seeking help — can more easily find the information and support they need, keeping our focus firmly on carrying the message to the still-suffering alcoholic.

What are the estimated costs of implementing this suggestion?

Yes, costs will be involved in implementing this proposal.

Accurate cost estimates will depend on several factors, including the scope of work identified during an initial audit and any additional technical requirements uncovered through due diligence.

It is recommended that the project be given scope and approval to commence, starting with a full audit and discovery phase. This will allow AA Australia to properly assess the technical state of the current platform, define the necessary work, and obtain accurate quotes before moving into the full redevelopment and integration process.

At what level of group conscience (if any) was this topic discussed?

This topic has only been discussed at a strategic level by members of the X Working Group (X).