BREAKING THE SILENCE
Postpartum Depression Awareness Campaign
Featured in LWTech Applied Research Symposium & Kirkland Reporter Article
This campaign was done in collaboration with Olga Okhapina from the Public Health BAS Program at Lake Washington Institute of Technology. Our goal was to educate people about Postpartum Depression in a way that helped to destigmatize the topic and emphasize the importance of having conversations about it. My role was to take the research given to me and create a branded campaign complete with a brochure, fact sheet, poster series and matching informational Instagram carousels. I also assisted in pairing down the information and crafting more digestible body copy for our target audience.
***This case study provides an overview of the work completed. The full process book is included at the bottom of this page and provides much more thorough documentation of the entire process.
RESEARCH
Finding Meaning
To begin the design process for this project I had to first understand the content I was creating for. This meant sifting through lots of the research documentation provided by my partner and looking for the core of the issue. Doing this allowed me to focus in on the data that would resonate most with our target audience and cater content to that.
Key Interview Findings
Interviews
The primary target audience for this campaign was women within reproductive age, which is typically late teens to early 50s, who are pregnant, plan to become pregnant, or have been within the last 2 years. Our secondary audience was the friends and families of the primary audience. We reached out to a couple people who fit the primary demographic for semi-structured interviews and then analyzed the data collected to establish the best course forward based on our key findings.
Personas
Based upon the interviews and additional research I conducted, I created personas for our two target audiences: the primary (figure 3.1) and the secondary (figure 3.2). These personas gave us a clearer image of the people we would be reaching and helped to shape the way we would deliver information.
PROCESS WORK
Thumbnail Sketches
All the assets created for this campaign went through a series of iterations to get to the final product. I started every design with thumbnail sketches, which were then narrowed down, created as rough drafts, given feedback, and ultimately refined. A thorough walkthrough of the process for each asset is shown in the process book.
Design System
The factsheet was the first asset designed and it went on to set the visual aesthetic for the entire campaign. All photography was carefully selected based on composition and treated to tone match the original image. I also maintained visual cues with the treatment of typography and whitespace, giving all content a cohesive feel.
FINAL DELIVERABLES
Branded Assets
The completed content for this campaign was primarily intended to be placed within perinatal clinics. Factsheets and questionnaire brochures were created to be used while in the lobby. The poster series was intended to appeal to sympathy and then direct clients to the informational campaign on Instagram via QR codes.
Process Book
This project required a large amount of research and refinement to get a polished product. Look through the process book for a more in-depth exploration of all the assets and the rationale behind them.
Credits
Instagram Carousel: Mock-Up Base from Freepik