Our chance

Behaviour change campaign

Task: To devise a motivating campaign for expectant mothers to modify their behaviour in order to reduce the risk of maternal and infant deaths. 

Approach: Building from the insights research we created a bright, engaging and positively framed campaign, as women told us they wouldn’t respond to any finger-wagging, directive orders or anxiety-inducing negative messaging. Our solution was highly visual, using bright and bold colours and framed in the positive. It was applied to a range of print and online media.

Impact: The target reduction in maternal and infant death rate will be reported against in 2021.