Makenna Wynveen
it'sPositive
Spring of 2019 - Creative Brief
WHAT - It’sPositive is a subscription box delivery service for women expecting a baby or going through pregnancy. The product containers are reusable, there is an online platform to connect with other moms, Momvice, and a social media campaign, #embracethechange.
WHY - Women are the most important part of pregnancy, and if they are happy and healthy, the baby will be too. Often times pregnancy can be overwhelming and the mother may forget to take care of herself. That is why it’sPositive delivers a new box each trimester to help her through new symptoms, reminding her to pamper herself and connecting with moms online to expand her support system.
Adobe Illustrator, Photoshop, InDesign
Partner with Loop
it’sPositive is partnering with Loop, a subscription delivery service, so your product containers can have multiple lives instead of thrown in the trash and leaving a trace.
1) Order your it’sPositive box with reusable containers
2) UPS delivers your subscription box to your doorstep.
3) Pamper yourself and use the products delivered.
4) UPS collects the used containers in the Loop tote and sends them back to the it’sPositive headquarters.
5) The next subscription box is sent to your door step as the used containers are cleaned to be reused again.
For more information visit: "How to Solve the World's Plastic Problem: Bring Back the Milkman"
Target Audience
BIO - it’s Positive has a target audience of women who become pregnant with their first child. These women range from the age of 18 to 35 and are looking for products that will make their experience of pregnancy fun, exciting, and that pamper themselves. These women are aware that pregnancy can be overwhelming therefore want to focus on their health and happiness. Some of these women may have not planned on becoming pregnant and may not have a support system, therefore, they want to reach out to moms on ‘Momvice’ for advice and moral support. On the other hand, some of these women may have planned to become pregnant but know nothing about pregnancy and want to take advantage of it’s Positive’s ‘Momvice.’
Target Audience Research
In order to gauge what pregnant women want and need for products during pregnancy, a survey of 23 questions was created to ask about pregnancy; the process, fears, support systems and more. Depicted are the key questions and answers received that assisted it'sPositive's design process.
This survey had a sample size of 38 responses from women between the age of 16 and 37 which in turn influenced my target audience for it’sPositive.
Embrace the Change Campaign
it'sPositive's #embracethechange campaign was created to promote women empowerment and healthy pregnancy through Instagram by helping them #embracethechange.
It is not easy being pregnant and by connecting pregnant women to this campaign, an online support system will evolve and create a sense of community. This allows momma's to see how others are embracing the change and provide them with the opportunity to connect and converse with mommas over one's experiences.
post on instagram @itsPositive how you #embracethechange
Call to Action
Use the hashtag, #embracethechange, on Instagram
Rewards
it’sPositive will generate a winner every few weeks to receive a free trimester box.
it’sPositive will also provide any woman using the hashtag with a discount to it’sPositive’s bi-annual Embrace the Change event where panel speakers will discuss pregnancy and how to handle different symptoms each trimester brings. Women can take part in drawings for it’sPositive’s subscription boxes and products, indulge in their cravings with a buffet style diner as well as connect with other soon to be mothers.
Join our online platform Momvice!
Momvice is an online community of moms who you can reach out to and ask questions and receive advice for pregnancy or postpartum. Momvice connects you to other moms to expand your support system. Simply take our survey above to customize your desired products and enter your demographic information to create a free account on Momvice!
it'sPositive Website
Visit itspositive.org to learn more about it'sPositive's mission and to order products and trimester boxes.
