Insight
Postpartum depression can affect up to 75% of new mothers, yet most feel ashamed to admit to it.
Proposition​
Babies have a evil phase.
Experiential
Face painting, masks and headbands for babies in markets and shopping malls to engage new mothers into the conversation.
Social Media
Suffering mothers feel worse scrolling through cute baby pictures on social media.
Encourage recently recovered mothers to use ‘Evil baby’ filters and share their experiences.
Partner with Amazon
Reach new parents where they least expect it with message to focus on selfcare which is one of the main recommendations to help with the condition.
