A Mother’s Understanding
A Mother’s Understanding is an inclusive social media campaign that collaborates with popular Mother’s Day brands women aged 20-35 interact with because, so many women feel helpless at this time of year. The purpose is to share women’s experiences with infertility and loss to spread awareness of the pain that Mother’s Day can cause and provide helpful resources to assist women with coping around this time of year, as it can be a lot to handle. This will create a supportive community and provide guidance, understanding, empathy and love for all women struggling with infertility and loss. DESIGN ACTIVISM • COMMUNICATION DESIGN VISUAL IDENTITY DESIGN • PACKAGING DESIGNScope
Software
Adobe InDesign, Illustrator, Photoshop
Procreate
Outcome 1
Step 1 of the target audiences journey with A Mother’s Understanding is for them to discover the campaign.
A series of campaign poster designs will be located in Peter Alexander stores & scattered in populated areas in which the audience is commonly found.
Core Campaign Poster
Located at Public Bus, Tram & Train Stops
Campaign Poster
Located in Public Female Restrooms
Campaign Poster
Store Table Informational Design
Outcome 2
Step 2 of the target audiences journey as they interact with A Mother’s Understanding is to search for @campaign_amu on Instagram to learn about the important message & discover how they can contribute to positive change.
For further information on the campaign customers will progress from the platform to; @pinkelephantssuport & @peteralexanderofficial.
Instagram Profile
Grid Layout Design
Instagram Profile
Carousel Post
Outcome 3
Step 3 of the target audiences journey interacting with A Mother’s Understanding is to share the message & create change through the purchase & gifting of an inclusive pyjama range.
25% of proceeds are donated to The Pink Elephants Support Network to assist women suffering from both infertility & loss by providing a supportive community & network of resources.
To those who are mothers - we send love to you at this time. Let’s be understanding and empathetic around the diversity of motherhood and remember to appreciate the profound impact these women have on the lives of others.
To those who have lost their mothers - we send love, understanding, empathy and strength to you around this time. Remember it is always okay to take time to grieve, cherish the beautiful moments you shared and honor her memory.
To those who have lost children - you are not alone in your grief we hold space for you and your feelings. We send love, understanding, empathy and strength to you around this difficult time of year and urge you to remember it is always okay to take time to grieve.
To those who are caregivers - we see you, acknowledge you, and appreciate you. We send love, empathy, understanding and strength to you around this time. We urge you and others to remember you have profound impact on the lives of others - and that deserves to be celebrated.
To those who are yearning to be mothers - we send love, understanding, empathy and strength to you around this time. We hold space for you and your feelings and urge you to remember during the lead up to Mother’s Day and on the day - it’s okay to do what is best for you.
To those with strained relationships - we send love, understanding, empathy and strength to you around this time. It is important to approach Mother’s Day in a way that feels comfortable to you. Try to approach each other with compassion and without judgment.
This Mother’s Day, let’s share warm hugs with ourselves and others wrapped in the comfort of these pyjamas. Embrace the love within your heart and extend it to those struggling. Offer a space of understanding, compassion, and warmth as we navigate this day together.
A Mother’s Understanding