bedsider: re-branding birth control
DESCRIPTION
Presentation about re-branding birth control and human-centered design delivered at The Big Redux DC on April 30, 2011.TRANSCRIPT
The National Campaign to Prevent Teen and Unplanned Pregnancy
Lawrence Swiader, The National Campaign to Prevent Teen and Unplanned Pregnancy
Re-brandingBirth Control
The Big Redux DC 2011
The National Campaign to Prevent Teen and Unplanned Pregnancy
What the %$#& is going on out there?
The National Campaign to Prevent Teen and Unplanned Pregnancy
We needed help. Call in the troops!
Tone Fail.
The National Campaign to Prevent Teen and Unplanned Pregnancy
The National Campaign to Prevent Teen and Unplanned Pregnancy
The National Campaign to Prevent Teen and Unplanned Pregnancy
Sex isn't science.
The National Campaign to Prevent Teen and Unplanned Pregnancy
Human centered-design.
The National Campaign to Prevent Teen and Unplanned Pregnancy
A few insights
Education comes at the wrong time, in the wrong context. (If it happens at all.)
The National Campaign to Prevent Teen and Unplanned Pregnancy
A few insights
In the heat of the moment, all bets are off.
The National Campaign to Prevent Teen and Unplanned Pregnancy
Booty trumps Jesus.A few insights
The National Campaign to Prevent Teen and Unplanned Pregnancy
And then there’s the total lack of feedback.
A few insights
The National Campaign to Prevent Teen and Unplanned Pregnancy
It had to be a system.
The National Campaign to Prevent Teen and Unplanned Pregnancy
PHASE ONE PHASE TWO PHASE THREE
Preparation Initiation Maintenance
Awareness Drivers Website
Services
Loyalty
The National Campaign to Prevent Teen and Unplanned Pregnancy
Theoretical models.Real women.(And why it’s important to have a theory to test.)
The National Campaign to Prevent Teen and Unplanned Pregnancy
The birth of Bedsider.
The National Campaign to Prevent Teen and Unplanned Pregnancy
The National Campaign to Prevent Teen and Unplanned Pregnancy
The National Campaign to Prevent Teen and Unplanned Pregnancy
Prototyping tone and rebranding birth control.
The National Campaign to Prevent Teen and Unplanned Pregnancy
The National Campaign to Prevent Teen and Unplanned Pregnancy
Awareness isn’t enough.You’ve got to have the right tools.And an agile approach.
The National Campaign to Prevent Teen and Unplanned Pregnancy
No room for error.Stressing mobile networks that were not set up for fail-proof delivery.
The National Campaign to Prevent Teen and Unplanned Pregnancy
Best of all, it works.
The National Campaign to Prevent Teen and Unplanned Pregnancy
Results.
!
!
The National Campaign to Prevent Teen and Unplanned Pregnancy
Results.
!
!
The National Campaign to Prevent Teen and Unplanned Pregnancy
So what’s next?
