CARE
CONTEXT
During my time in Cambodia, I had the privilege of working on crucial social issues, including the nutrition and well-being of garment factory workers, with a special focus on pregnant women. One significant project involved collaborating with CARE International to drive behavioral change for better nutritional understanding, removing cultural barriers, and transforming traditional beliefs surrounding pregnant women in the region.
Using a Human-Centered Design approach, our team aimed to test and implement feasible, effective strategies to improve workers’ sexual, reproductive, and maternal health (SRMH), nutrition, and hygiene. This methodology ensured that our solutions were not only practical but also deeply resonant with the needs of the workers.
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To achieve this, we conducted extensive fieldwork, partnering with IED for several co-creation sessions. These sessions allowed us to engage directly with the community, gaining valuable insights into their experiences and challenges. We then moved on to design and prototype testing, iteratively refining our solutions based on feedback and real-world applicability. Finally, we provided comprehensive recommendations for implementation to ensure sustainable impact.
This project stands as a testament to the power of empathetic design and collaborative effort in addressing and overcoming significant health and nutritional challenges. By focusing on the specific needs of pregnant women and leveraging the strengths of local and international partnerships, we were able to contribute to a healthier, more informed community of garment workers in Cambodia.
Disciplines: Research
Creative Strategy, Behavior-Change Campaign, Service Design, Communication, Digital, PrintAgency: Melon Rouge Agency
Client: CARE International
Role: Creative Director
Country: Cambodia
Research
Conduct comprehensive field and desk research to identify gaps and barriers encountered by garment factory workers. Gain insights into their nutritional needs, practices, and other health-related challenges.
Co-creation
Engage all stakeholders to harness collective intelligence from diverse perspectives on the topic. The workshop served as a platform for iterative exchanges to brainstorm innovative and transformative scenarios addressing current barriers and concerns of the target audience.
Prototyping
Prototype and test a digital service aimed at enhancing the capabilities of frontline health workers and improving counseling services for garment workers.
Recommendations & Implementation
After several rounds of iteration, we honed in on a pivotal intervention addressing a critical yet under-resourced issue affecting a significant number of workers: comprehensive pregnancy monitoring and counseling throughout their journey.
The concept and key features of the digital service were validated and enhanced through extensive field testing. Additionally, we compiled a comprehensive document outlining the research findings and offering recommendations for stage two implementation. This included reimagining and redesigning the vendor service, introducing a new "Righttone man" service, developing a health app, and creating supporting print materials.
