THE MIRACLE OF LIFE

Striking the right chord with the midwives in Indonesia is not easy. Quite often, new products are misunderstood by them as they are used to traditional ideas and procedures. Hence there was a need to connect with them at a level they felt comfortable with. The brief was pretty open, engagement and dialogue were key. Thus, various approaches were taken to understand the needs and mockups were made ranging from AV to interactive storytelling. After a few trials and considering Marshal McLuhan’s theory of ‘the medium is the message’ the outcome of this project was a book that explains the success story of a midwife who helps save a life. This book became the ice breaker between sales and midwives associations. It paved way for further engagements and certfications on how to use the products.  

process