Prototyping a solution
We prototyped a paradigm-shifting cultural intervention: an advocacy campaign centered around images of a variety of birth experiences and an inclusive and affirmative slogan, #yesthisisbirth.
The campaign sought to educate the public about birth options, challenge preconceived notions, invite people to engage in conversations about birth, and overall, create an expectation of empowerment and choice throughout the birth process.
The campaign sought to educate the public about birth options, challenge preconceived notions, invite people to engage in conversations about birth, and overall, create an expectation of empowerment and choice throughout the birth process.