Studying the Nutritional Needs of Pregnant & Lactating Women
Ideate Innovation partnered to promote protein-based supplements for maternal malnutrition in Pakistan.
The Challenge
Maternal malnutrition poses a significant global health concern, exacerbated by poverty, low literacy rates, and inadequate dietary practices. Pakistan, in particular, grapples with a high percentage of women lacking sufficient nutrition during and after pregnancy, a critical period of nutritional vulnerability. To address this issue, we collaborated with a global consortium to develop and promote the usage of a protein-based supplement for these women.
Ideate Innovation is a true partner to us, working with us from A-Z to design and deliver complex programs. Their team of highly competent design professionals are a joy to work with and we are confident to extend our collaboration in the coming years. Our collaboration with Ideate has allowed us to deliver stellar projects in record time.
The Work
Our approach centered on understanding the behaviors, influences, and perceptions of pregnant and lactating women regarding their nutritional needs. Through observations and contextual inquiries, we gained insights into their dietary habits and challenges.
Working closely with our partners, we co-created prototypes for marketing collateral tailored to tap into existing behaviors. Additionally, we carefully balanced affordability and quality considerations and devised separate distribution strategies for rural and urban areas.
The Outcome
The resulting marketing prototypes underwent rigorous testing through focus groups and individual interviews, involving not only women but also their husbands, community leaders, healthcare providers, and other influencers. Based on the feedback received, we actively engaged in refining the prototypes to ensure they resonated with the target audience. As a result of these efforts, the protein-based supplement entered the market after a few months of testing, aiming to address the nutritional needs of pregnant and lactating women in Pakistan.
Client
BOPinc
Services Offered
Service Design Research & Strategy Business Innovation