In today’s rapidly changing world, diversity, equity, and inclusion (DEI) are not just buzzwords; they’re powerful pillars that drive success, enhance problem-solving and fuel innovation within organizations. Recognising the significance of DEI, creative technology agency Aer Studios enlisted the help of HeyFlow to build a stronger and more inclusive workplace that would support their existing workforce better and prepare them for a wider range of experiences as the team grows.
Central to Aer’s new strategy was the desire to foster comfortable conversations around reproductive health and its significant impact on the workplace. And the best way to do that was to create a more informed and open dialogue to pave the way for greater understanding and empathy among employees.
Enlisting the help of Hey Flow they designed a two-step approach. Firstly, a comprehensive companywide survey to gauge the current level of understanding and comfort levels related to reproductive health in the workplace, assess management’s knowledge of existing policies and identify areas for further education.
Based on the insights gained from the survey, HeyFlow then hosted a half-day workshop for the entire team at Aer Studios that focused on key points to bridge the knowledge gap, foster open conversations, and drive positive change.
The impact of the workshop was evident, with 93% of participants left feeling comfortable discussing all reproductive health topics covered during the session. More impressively, 36.2% of participants felt significantly more comfortable discussing these topics than before the workshop.
The workshop also generated seven employee-raised initiatives to create a more inclusive and supportive workplace culture that could be presented to management for consideration as their DEI strategy was being further developed.
“We knew that as part of our ongoing DEI charter, there needed to be a particular focus on gender equality. But if we were going to play a role in tackling the gender imbalance and systemic issues we face in the tech industries, we were going to need some help. Working with the brilliant team at HeyFlow has created a more open dialogue among the team and inspired new policies to better support women at all stages in their reproductive journeys. If you are looking for impactful and meaningful ways to further your DEI efforts, I would highly recommend HeyFlow”
Tom Harber, Managing Director, Aer Studios
Reproductive health doesn’t stop while you’re at work. And by their partnership with HeyFlow, Aer Studios have set a precedent of ensuring companies are building on inclusive foundations that work for their current workforce. If you’re interested in finding out more about HeyFlow and how they can help you understand your female* workforce better then get in touch at [email protected]
In May we announced the 14 young people selected as the first cohort for the Bristol Creative Industries Internship Programme, in partnership with Babbasa and 14 creative businesses from the BCI membership community.
Two months into the programme, which is aimed at young people from underrepresented groups, we’re sharing an update on what the interns have been getting up to.
Clare Leczycki, Bristol Creative Industries Internship Programme manager, said:
“Our interns are two months into their first three month placement and we are delighted with the progress. Each of the supporting agencies are providing a 360 degree view of the different departments alongside bespoke support around the interns’ key areas of interest.
“I have the joy of spending Fridays with the cohort as part of the skills and training programme which is co-produced with the interns. Guest speakers come in to share knowledge and expertise on a range of topics. So far we have explored mental health and resilience tools and strategies, neurodiversity and uncovering barriers to work, how to speak to your employers about your needs, the power of networking and navigating live project briefs.
“The group is also working on a live brief which allows them to come together with a focus on their area of expertise. They learn from one another whilst producing a tangible product that they will be able to showcase at the end of their internship.
“I am blown away at how well the group has bonded, how they show up each week with great energy, ideas and commitment. I appreciate the time I get to spend with them.
“The journey for the interns and the participating agencies is far from straightforward. For the agencies, creating learning opportunities and delivering training whilst running a business and being ready to make changes to welcome people from diverse backgrounds to their organisation is a lot to manage all at once.
“For the interns, being a new person in a company can already feel quite daunting. Not really seeing anyone else who looks like you can feel quite intimidating, especially when you are so early on in your career.
“My job is to ensure everyone is having a positive experience, so it’s lots of listening, encouraging open conversations, building trust and nurturing relationships. There are lots of different needs to attend to and success looks different for everyone so managing expectations is key in navigating this project.
“Our aim is to create a space that empowers everyone involved to be open and ready to learn, to be comfortable with vulnerability, to share challenges across the team, addressing issues when they come up and be ready to respond and make changes when needed.
“Some days we get things wrong but I trust we are all here for the same reasons; to make long-lasting change to the creative industries by providing opportunities to these incredibly talented young people who need a foot in the door and a warm welcome when they step inside.”
Kayjay McDonald-Ferguson, who is interning at saintnicks, is regularly sharing LinkedIn updates with brilliant behind the scenes insights from the programme. Here are some of his posts:
Three of the interns joined the Bristol Creative Industries board meeting to deliver a brilliant presentation:
Laurel is an intern at ThirtyThree.
Amy is an intern at Halo.
See a video below or watch it on Instagram.
View this post on Instagram
Armadillo discusses being involved in the programme.
On the workshop during which the 14 interns were selected, Rob Pellow, executive technical director at Armadillo, said:
“Meeting the potential interns and working with them in the workshop was an unbelievably eye-opening experience. Nothing had prepared me for the level of passion, curiosity and dedication to finding work that energises them.”
Megan O’Keefe, senior account manager, added:
“I’m really looking forward to being part of this project. Having joined the workshop, it’s clear how engaged everyone was and how keen to learn. There were some great questions so I’m looking forward to having some fresh perspectives and input.”
He is an intern at Atomic Smash.
See the full post on Instagram.
View this post on Instagram
See the full post on Instagram.
View this post on Instagram
“We are thrilled to introduce Ahmed, the newest addition to the growing Newicon team. Ahmed has just stepped on board as our Software Development Intern, armed with an innovative mindset, enthusiasm, and a resolve to leave a lasting positive impact.”
“Last year, we shared our ‘Guide to a fair and inclusive workplace’, that hopes to address some of the hiring biases and challenges that are also preventing diverse talent from receiving and benefiting from opportunities. It considers where best to post job ads that will reach diverse audiences and how to write job ads without using gendered language. This tackles the practicalities of promoting the opportunities, but we were also looking for our opportunity to be able to provide an opportunity. Cue fanfare. This is when we heard about BCI’s new internship programme.
“We are thrilled to have welcomed our first intern, Sara Matloob, to the Mr B & Friends team. With a love of baking chocolate chip cookies, Jane Eyre and an interest in copywriting, idea generation and marketing we’re very excited to have her join the team.”
To stay updated on the Bristol Creative Industries Internship Programme, follow us on LinkedIn, Twitter and Instagram.
Main image credit: Alli Nicholas, Bristol Creative Industries membership manager
Second image credit: Eljay | www.instagram.com/Eljaybriss | www.eljaybriss.co.uk
The worlds of digital, product and service design are familiar with having end-users and customers involved in defining, testing and developing inclusive and accessible experiences. In brand identity design such involvement may be much less common but I don’t believe that that should remain the accepted norm. Always open to learning and developing my processes, I’m on a journey of discovery – exploring how I can ensure that The Co-Foundry takes a truly inclusive approach towards creating brand identities fit for the 21st Century.
Solving a branding brief can be done in any number of ways – there is never one single solution. But despite there being multiple angles and possible approaches, it’s not unusual to find that insufficient differing perspectives get explored during the strategic and creative stages of a project – something which can result in assumptions being perpetuated and generic solutions being delivered. And although no one sets out to deliberately exclude underrepresented voices, that thing where you assume your knowledge is all knowledge, is an easy trap to fall into.
Socially-conscious, human-centred businesses, institutions and organisations already understand the importance of listening to more than just the loudest and most dominant voices. They actively cast their net wider and ensure that individuals and minority communities get heard too. As brand strategists and designers, we should make creating space for, and listening to these diverse and underrepresented voices, an integral part of our practice too.
In this post I want to track the stages of a ‘typical’ brand project, identifying where we can embed inclusive practices and, in this way, exploring how brand designers, strategists and their clients can take practical steps towards a more inclusive approach.
Considering how brands are experienced by a more diverse range of customers and potential customers in the real world will lead to insights that then help create more meaningful and more widely resonant brand identities. These can, in their turn, contribute to extending brand reach and improving a brand’s accessibility and appeal across, for example, demographic divides, divergent thinkers, abilities and religions.
A 2022 study by the Design Council found the UK design industry in good shape but with a buoyant growth trajectory not being matched by a growth in diversity. More recently, speaking at Clerkenwell Design Week, Design Council CEO Minnie Moll spelled this out, saying, “only 23% of designers in the UK identify as female” while “88% of design managers identify as white”. It’s something I’ve written about on The Journal over the years here and here.
Inevitably, we’re all sometimes guilty of only viewing the world we live in from our own limited prism. So how can we ensure that the light we refract takes in the full gamut of possibilities and experiences, and not just a limited palette? How can we shine a light on underrepresented communities, reflecting life as it really is and ultimately driving change?
Apart from being an ethical, respectful, empathetic and positive way to design, there are several strategic reasons why inclusivity matters. In UX and CX design there is already a broad consensus around inclusive design extending market share and accelerating innovation, so how can inclusive brand identity design benefit the brand, and the audience it serves?
Key benefits of adopting inclusive practices include:
In other words, from a commercial perspective, you increase your brand value and drive higher brand engagement.
An inclusive approach starts not just with knowledge of your audiences but with knowledge of yourself.
The path to greater inclusivity starts with asking yourself: “Who might I be excluding with my design decision?” (Jeff Zundel, LinkedIn’s Inclusive Design Advocate). We need to recognise and acknowledge our own unconscious bias and begin with an open mindset, whether that’s through unconscious bias training or simply respecting and being open to the opinions of others.
So, start with the question: “Who are we not reaching or serving?”
Educating yourself on how current events and public discourse impacts the people you intend to reach is important too, but nothing beats actually consulting and working alongside your stakeholders.
Follow this link for the full article, where I look at this from a ‘typical’ brand design process and see where we can bring voices that may have previously been left out, in.
We are super excited to be bringing MotherBoard events to Bristol!
When: Wednesday 19th July 2023.
What time: 6.30pm – 9pm
Location: Huboo, 41 Corn St, Bristol BS1 1HT
Drinks and pizza provided.
Speakers include:
Rav Bumbra, Founder of Cajigo
Rowena Innocent, SVP Engineering at Ultraleap
Chloe Allan, Technology Manager, Just Eat
David Maher Roberts, Managing Partner of Digital DNA & Founder of TechSpark
Join us for the first Bristol MotherBoard community event! This event will be a networking event, with a panel talk starting 7.30pm.
With 50% of women leaving the industry by the time they are 35, we will be asking the important question “how we can retain more women in tech”.
We will offer practical takeaways including how businesses can support their female talent and drive retention, how businesses can offer an inclusive environment for mums and what we as individuals can do to support our peers and be advocates for all women working in tech.
If you have not been to one of our events before, MotherBoard is a community, event series and charter for everyone who believes we need more support for women working in the tech industry. We encourage everybody to join who is interested in understanding more about how to drive inclusion in the workplace.
Please RSVP to confirm your place.
JonesMillbank, Bristol-based video production company, is now a Certified B Corp.
They join a growing community who are leading a global movement that makes business a force for good.
And Bristol is gaining pace, with over 70 companies from Ecologi to Triodos Bank, Too Good To Go, Psychopomp and Sawday’s inspiring change.
JonesMillbank have achieved a score of 94.7, but like all B Corps, certification is just the start of the journey.
“We’re incredibly proud to be a Certified B Corp, which recognises our ethos and all the work we’ve done to date. But we’re excited about how the certification will inspire us and our team to do more” said Russell Jones, Co-Founder at JonesMillbank.
“And there’s a huge opportunity for improvement. With the opening of our new TV and film studio, Nine Tree Studios, we’ll have more space and resources to support Bristol’s community, from internships to pro-bono hire, creative industry support, and event hosting.”
Nine Tree Studios will host this month’s Purpose in Practice event, run by Assembly, featuring Adam Millbank, Co-Founder of JonesMillbank, as guest speaker.
Of the B Corp Certification, Adam said “We’ve always aspired to leave a positive lasting impression on everyone we encounter. It’s been part of our culture throughout our journey. Being part of the B Corp community further amplifies this goal and will ensure the company will always balance its financial goals with true positive purpose”.
JonesMillbank commenced their B Corp journey in November 2019, and part of their certification recognises their support for impactful businesses, including over 50 education institutions and numerous charities and public sector organisations.
For more information and to start your own B Corp journey, visit www.bcorporation.net.
***
JonesMillbank are a full-service video production company.
They work in-house with a talented team of multi-disciplined creatives, telling authentic stories for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
We are delighted to announce the 14 young people from across the city who have been selected as the initial cohort for the Bristol Creative Industries Internship Programme, in partnership with Babbasa and 14 creative businesses from the BCI membership community.
Launched earlier this year, the programme is aimed at young people aged 18-24 from underrepresented backgrounds wanting to gain more insight and real experience in the creative industries.
Two of the biggest challenges facing the sector are a long-term skills shortage and a lack of workforce diversity. This programme has been designed specifically to tackle those issues.
The BCI-commissoned A Creative Force to Be Reckoned With report found that increasing diversity and inclusion is a significant priority for six in 10 (59%) creative firms in Bristol, but almost half (48%) said they want help finding diverse talent from underrepresented groups.
As part of the Bristol Creative Industries Internship Programme, many of the city’s most well-known creative companies have offered six-month full time paid placements to applicants in roles covering advertising, marketing, design, animation and digital.
Sara Foley, senior designer at Mr B & Friends, commented on her agency’s reason for participating in the programme:
“At Mr B & Friends, we’re on our own journey for better representation and inclusivity within our agency and the industry as a whole. Our DE&I team (in its fifth year) understand that there are barriers to getting into the creative industry for those who are in underrepresented groups.
“Whether that be lack of education, lack of opportunities or lack of awareness that this is a career path for them, we were looking to be able to provide an opportunity for young people and this internship programme has helped give us that.”
Over the past few months, applicants met participating agencies for an informal interview and meet & greet session at The Watershed, where they had the chance to chat directly with the participating agencies to learn more about the businesses and remit of the available roles.
Rob Pellow, executive technical Director at Armadillo, commented on the recruitment process:
“Meeting the potential interns and working with them in the workshop was an unbelievably eye-opening experience. Nothing had prepared me for the level of passion, curiosity, and dedication to finding work that energises them.”
The successful applicants will now work for six months, during which time they will undergo two placements at two different agencies, both lasting three months each.
The programme will provide a mix of professional skills training, creative skills training, inspirational talks, networking events, mentoring and opportunities for future employment.
Zoe Lynes, head of services at Babbasa, said:
“This is an amazing opportunity we are creating for young people across Bristol and our collaboration on this scheme has been a real passion piece for all of us here at Babbasa.
“This project has allowed us to foster a strong collaborative relationship with Bristol Creative Industries, aligning our mutual goals of raising up those young people who have been disadvantaged, to work together to build opportunity, excitement, and progression for those young people who need it most in Bristol.”
Chris Thurling, chair of Bristol Creative Industries, commented:
“We are delighted to welcome our first cohort for the internship programme. Just the recruitment process itself has been incredibly rewarding for all involved and has only reinforced the reasons as to why we set up this initiative.
“We are incredibly excited to see the new recruits take the next step in their journey and kick off their roles with some of the very best creative businesses not just in the city of Bristol, but in the UK.”
The businesses and Bristol Creative Industries members participating in the programme are:
The full list of interns and the companies they are working their first placement at:
Read more information about the Bristol Creative Industries Internship Programme and full biographies for the interns here.
Top image credit: Eljay Briss [website] [Instagram]
Paul Bailey, brand strategy director, Halo:
“We are three days in to our internship and I’ve been amazed at the impact our intern has had. A super smart, super tuned-in, super vibrant personality, she has been a breath of fresh air to the agency. Her youthful energy and her lack of limits has inspired our agency already. Imagine what she will do in week two!”
Matt Woodman, UX/UI designer, Atomic Smash:
“Our first placement, Mohd, has been an absolute pleasure to work with. He’s keen, curious and engaged to a level that I could only have imagined. We can see exactly why he’s been matched with our agency and are excited for the coming weeks working together.”
Phill Lane, head of brand and insight, ThirtyThree:
“As an agency that works with employers on recruitment marketing, culture, and DE&I comms, it’s vital that we have an employee base ourselves that represents the whole of society, and benefits from the diversity of thought and experience that that brings.
“For us, the Bristol Creative Industries Internship Programme is a tool to help address the fact that there are underrepresented groups who don’t have access to, of understanding of, the creative industries – and that, without a dedicated programme of outreach, education and access to opportunity, we’ll never change that.”
Lucy Rees, people and culture manager, Newicon:
“The creative industry has needed a disruption for quite some time, this internship is just that, with diversity comes innovation and I cannot wait to see the impact the interns will have in all of our business over the coming months.”
Paula Newport, director of people and culture, Aardman Animations:
World-renowned, Bristol-based product development consultancy Kinneir Dufort are proud to be running the Ethnic Diversity Excellence Programme (EDE) for a third year running.
To tackle the visible lack of diversity within the UK design industry, Kinneir Dufort’s EDE Programme offers an opportunity for three students from minority ethnic and heritage communities entering their third year of university to take part in a funded 8-week internship.
Supported by an industry-wide EDE Council, with distinguished council members of minoritised ethnic backgrounds from AstraZeneca, LettUs Grow, No7 Company, FluoretiQ, Unilever and Reckitt, the programme offers three students in their final year an immersive opportunity to learn and develop within an industry environment. The successful applicants will also take part in school outreach programmes to help increase awareness of the design sector to help boost diversity in future generations of designers.
Along with 8 weeks of hands-on experience, mentoring and advice, the individuals will receive a £2,000 sponsorship along with £1,000 travel and accommodation expenses. This opportunity is open to all universities in the UK.
The driving force behind the programme, Sunny Panesar, Head of Portfolio Management at KD, is driven by the lack of ethnic diversity in the product development industry, and the need for change. Sunny says: “Having often been the only person of colour in the room throughout my career, the lack of ethnic diversity is striking, if we’re truly going to design a better world, we need to reflect the people we’re designing for.
“I understand how important it is for ethnic minority students to have this opportunity, firstly to make them aware of this incredible industry as a career option and then to help them overcome complex systemic barriers holding them back when trying to break into industry. Our goal is to level-up and give minoritised ethnic students an equal playing field. We want to offer interns a high-quality experience which is immersive and potentially life-changing; they will learn and develop within an exciting and unique environment with external mentoring from industry experts.
“The last two years have been a resounding success for KD, we have taken on full-time employees from the scheme and have a seen a vast improvement in all areas of diversity throughout the team. This year, we’re excited to launch the programme again and encourage students from around the UK to watch our webinar and submit their applications.”
Kinneir Dufort believe that they, and the wider innovation, design and product development industry need to do more to mirror the diversity of who we are designing for within the UK, and beyond.
Learn more about the application criteria, how to apply and the deadline here. If you would still like to learn more and see if this programme is for you, you can watch our recorded live Q&A with our EDE Council.
Fiasco Design is now accepting applications for their Open Internship programme, which aims to make the design industry more accessible for those from underrepresented backgrounds.
“Following the success of last year’s Open Internship programme we’re thrilled to open up applications for the second year. Bringing a greater range of people into design allows the industry as a whole to prosper. We’re proud to be playing our part.” – Ben Steers, Co-founder and Creative Director, Fiasco Design.
Fiasco Design’s Open Internship programme looks to set a precedent for the way design internships can be made more inclusive for emerging creatives. The hope is to encourage people of all walks to life to apply, by actively removing some of the usual barriers:
It’s no secret that there’s a diversity problem in design. The UK’s design workforce is made up from a small section of society that fails to reflect the world we live in. Despite increased awareness around the topic of inclusivity, statistics from Design Can and the Design Council suggest that this is slow to translate to real change.
As an industry that thrives on creative innovation and diversity of thought, there is a need to think pragmatically about what can be done to tackle the problem head on and bring about real, tangible change. Fiasco’s wider ambition is to inspire others to find similar opportunities that help level the playing field and make our industry a more exciting place to be.
“As a studio we have a deeply held belief in the positive power of creativity. By thinking creatively, we can find solutions to the problem of diversity in the industry. Progress may be slow, but it is possible. It starts by challenging ourselves to do better.” – Nathalie Crease, Head of Marketing, Fiasco Design.
Fiasco Design’s Open Internship programme is now accepting applications. You can find more information and how to apply via: fiasco.design/open-internship
We are excited to announce the official launch of HeyFlow.
HeyFlow is here to help businesses understand the female workforce better, equipping managers with the confidence, practical skills and knowledge that will reduce absenteeism and increase the retention and attraction of women, at all stages of their career.
It is widely recognised that women are leaving the workforce, absenteeism is increasing and there are significant skills shortages across multiple industries in the UK. The link between absenteeism, attraction and retention of women in the workplace directly links to the understanding the impact of female reproductive health in the workplace.
That’s where HeyFlow comes in. An insight-driven data surveying and L&D tool that empowers businesses to build a truly inclusive company by understanding the impact of female reproductive health in the workplace, identifying and implementing management development opportunities and policy advancement.
With the combined expertise of the Founder of not-for-profit MotherBoard, Sophie Creese, Nick Dean, CEO of ADLIB / B Corp Ambassador, and Sabrina Walls, Marketing Director of ADLIB / Marketing Lead of MotherBoard, the Co-Founders of HeyFlow have intricate knowledge of how purpose, understanding and knowledge can drive positive change for businesses, driving significantly improved retention, attraction and absenteeism levels.
HeyFlow has been created to provide a solution for all businesses. From a management introduction to the female reproductive cycle and its potential impact in the workplace, through detailed employee surveying and coaching on periods, pregnancy, maternity and menopause (amongst much more).
HeyFlow provides unrivalled insight into a company’s female workforce and provides understanding of the gap between feeling and policy. Through our insight surveying we provide clear actionable solutions and offer consultancy and training to upskill employees to better support their teams.
Our starting product focuses on cisgender females, our roadmap progresses into a much wider employee community where there is an essential need to understand underrepresented people.
We’re looking forward to being part of a solution that is much needed by businesses and women alike.
Striving to make post-caesarean care more wonderful
Imagine if we could re-address how we care for women approaching and recovering from a C-section. What if it was more considered, or even more wonderful? Rather than expecting them to have a typical post-partum pattern, why not acknowledge the extraordinary, and at times, unwanted circumstances they’ve been through?
Image credit: Erin Patel http://www.erinpatel.com/
Whilst every 4th trimester comes with extreme challenges, the nature of recovering from major surgery whilst entering a new life chapter gives rise to a complex layering of physical and emotional effects, which have been underserved.
According to the WHO, caesarean sections are rising globally, now accounting for 21% of all childbirths and is set to increase to 29% by 2030.(1) With those significant numbers and the clear gap in support, it’s time to start seeing these women.
Uncovering more
We explored this in more detail by sitting down with five women who gave birth via c-section, between 4 months and 8 years ago. Their experiences covered emergency intervention and planned surgery.
What we learned
Within our group, none of the mothers-to-be had spent significant time in the hospital setting, let alone faced the prospect of major surgery. They described feelings of shock, fear and helplessness, whether it was a planned or emergency C-section.
Birthing through caesarean section is not the ‘easy option’ and the road ahead is long. With every step afterwards, from 1 hour post operation to many months later, something else emerges: the need for self-administered stomach injections and a wound to care for, to potential unforeseen heavy bleeding, abdominal difficulties and deteriorating mental health.
The consequences are immediate and limiting. Our group described an undignified sense of failure, as simple tasks become challenging, and lifting, breast feeding or bonding with the baby can be tough.
With all childbirth, society has a tendency to focus on the new life. The baby’s condition is scrutinised, but the women are often considered secondary. The loss of identity many new mothers face can be exacerbated after such a procedure.
Whilst hospital procedures are for the most part out of our control, the period prior to admission and the time back home are rich in potential to serve mothers who go through a C-section.
The opportunity
Whilst there are plenty of services for women in pregnancy, general post-partum and some stand-alone C-section products, how can we create an empathetic, overall experience to ease post C-section mothers out of the professional but transactional experience they’ve just been through?
We think the key is a unique staggered experience – ‘the right thing, at the right time’ – reducing the complexity and overwhelm associated with the lengthy post-caesarean period.
What if there was a kit with physical and digital elements that are revealed over time?
It would address what might be needed prior to the C-section, on the first days back home, to many months later. By combining aspects of clear information & guidance, dignified care, a supportive ‘village’ and curated ‘me’moments we could enable new mothers to control their care and feel seen.
Lead up (pre-planned C-section)
Medical advice or a previous procedure can mean a C-section is expected, allowing for some planning and preparation.
Imagine if there was a printed guide that honestly summarised what to expect at each hospital stage: waiting areas, the operating theatre, and a post-operation ward.
We’re aware that those who have emergency intervention will not necessarily gain from this section.
Subacute (1 – 5 days back home):
The first hours back home can be emotionally overwhelming, physically tentative but also tedious and sedentary.
Imagine if the next chapter of the guide helped initiate light mobility around the home: how to comfortably hold & feed the baby and navigate basic tasks simply and safely.
Imagine if an adjacent phone app prompted women, or partners to administer the stomach injections on the right schedule.
Imagine if the medical compression socks given post C-section resembled lifestyle socks instead.
Imagine if those first nights navigating sleep with an abdominal wound were soothed with calming pillow spray and a personalised healing tea blend.
Early recovery (2 – 8 weeks back home):
As new life patterns form and the body improves, previous freedoms start to be recalled and frustrations of feeling restricted start to emerge.
Imagine if the guide clearly explained when and what exercise you can do.
Imagine if the app initiated a C-section community platform when the women was ready to share and learn from her experience with others.
Imagine if we could provide shaped scar strips, curated in different skin tones, to offer protection and reassurance to a delicate area.
Imagine if we introduced relaxing bath infusions, at the time it’s safer to take a bath, or a melt in shower version for those without a bath.
Long term realisation (3 – 6+ months):
The reality of the physical and psychological trauma can be delayed and understanding how to come to terms with it can fall into focus much later.
Imagine if the guide concluded with focused pelvic floor AND abdominal exercises, to reintegrate the abdominal muscles and increase strength.
Imagine if the app sent a scheduled notification at 3 months to suggest women seek out specialised physio or talk therapy and provided relevant local contact details.
Imagine if there was a nourishing balm to encourage loving touch of the sensitive skin around their scar.
Imagine if we included a reflection journal, to encourage quiet moments to acknowledge and process what has happened.
Image credit: Erin Patel http://www.erinpatel.com/
Who could ‘own’ this opportunity and deliver the most impact?
We think an existing brand could credibly extend into this space to bring new value to those who need it. What space that brand comes from, is up for grabs.
Could it be a trusted skincare brand with the existing knowledge of women’s bodies? Or could it be a FemTech brand, that already has the digital infrastructure and client base to make huge impact? It could even be a menstrual tracking app, who wish to bridge their audience through a gap in usage?
How could this approach be available to as many as possible? There could be private / public model, where for every kit purchased or gifted, a kit is donated to a state healthcare service or insurance provider – making sure we ‘see’ more women after their caesarean.
References