Ipas Development Foundation (IDF) was established in 2008 as a not-for-profit company registered under section 25 of The Companies Act 1956 (now known as section 8 of The Companies Act 2013). Initiating work in 2001 as Ipas India, we are dedicated to preventing and managing unwanted pregnancies and believe that every woman must have the opportunity to manage her fertility. Our program now has presence across 12 states in the country on following broad thematic areas:

Comprehensive Abortion Care (CAC), Comprehensive Contraceptive Care (CCC), Sexual and Reproductive Health (SRH) for young women and Abortion Self Care.

Objective

To develop intervention solutions to improve women’s experiences and outcomes of Abortion Self-care, IDF undertook a Human Centric Design (HCD) approach and tested several prototypes in selected urban, peri-urban, and rural areas of Bihar. The exercise included talking to MA (Medical Abortions) Self-Users, potential MA users, husbands of MA self-users, NGOs, RMPs, Pharmacists and Community Health Intermediaries.

• Need to improve MA related information so that it is consistent and easily understood by MA users
• Enable easy transfer of MA related information, between the chemist, the intermediary (if the woman herself is not purchasing the tablets), and the eventual MA user
• Create new pathways to ensure women have access to comprehensive and credible information about MA outside of a medical facility

Key Points & Strategy

Target Location-Bihar
Language-Hindi
Target Groups

• Primary TG- Women in reproductive age group especially from 15-29 years.
• Secondary TG- Chemists, intermediaries (Husband, Friends, Sister in-law), etc.

The design was created keeping in mind the usability, relevance and the targeted audience. To make it accessible for the users. With subtle, pleasant and comfortable visual language. Relatable color scheme, with legible type, while rectifying the monotonous usual product, the approach was to bring out the interest for women healthcare products.

Naming

The naming process had lot of stages of explorations, with respect to the approaches taken and the understandability of the subject with an ease to pronounce and use it. It went through multiple real users testing. To ensure the appropriate and approved access for the brand’s name.