DESIGN FOR SOCIETY
Patch a family whole again
A message of empowerment is going to be delivered to single mothers/females in the Krugersdorp area, where the aim is to break the stigma around fatherless homes, and to provide a means for single mothers to receive the help that they need, and support they deserve.
The concept was linked to the theme of needlework, this was done to show how a mother patches together her family life with her thread of compassion and love, and this also allows for the community to become involved members in the SMI, by using the tagline “help single mothers patch the family holes”.
The idea of representing the single mothers love as the needle and thread that not only keeps the family together but also strengthens the family dynamic and connects the family in various ways, this is not a job that receives a lot of praise, but is essential in every family and is done out of a seemingly endless supply of love, the love that weathers all the challenges of raising a child or children alone (the ripping of fabric) and then the sewing of the holes and patching it together( the help the SMI offers to single mothers ), the aim of this is to empower single mothers by providing them with the support they need to do an even better job than what they are already doing.
In this concept the family is represented as a ever-growing quilted blanket each small piece representing a different chapter in their lives. Therefore, the creative plan of action is to create a movement of giving back to single mothers to pass the family hole. This embodies that women can patch the hole that embodies the father in the child’s life. The patch represents the love and affection that the absent father should be giving the child. The patch acts as the affection. Therefore, the mother utilizes a blanket (a patch, which represents the financial strain or affection that she needs to play both the mother and father) to nature her child.
The execution of this campaign will primarily take place on social media, where the main target market (millennials) will be exposed to the campaign the most, different posts will be used to inform the about what the SMI aims to achieve and also how they can help single mothers, this will also allow them (the target market) to use social media to show their friends how they are helping, but the campaign does not aim to restrict the ways in which the target market an help instead they want to thank them and also add another way of helping, by adding knitting needles and thread to a thank you gift that can the be donated to help single mothers quilt blankets for their family’s
Packaging of the knitting kit that will be given as a gift towards the people who donate financially. The kit contains a bundle of wool, 1 pair of knitting needles, a pamphlet and thank you card.
The pamphlet that will be inside the knitting kit box. Giving the Target audience instructions on how to knit and donate.
With the knitting kit (direct mailer) an instruction Pamphlet will also come with the gift. On the Pamphlet there will be instructions, with visuals, of how to knit a material block in easy steps (so that they don’t have to google it).
