4.1 IntroductionSafePad is a reusable disinfectant sanitary pad that was designed to help the needs of young women and girls that are at a financial disadvantage and are unable to meet the basic needs in association to their health and cleanliness during menstruation. SafePad aims to help women in poverty stricken countries and raise awareness on the impact of poverty upon menstruation.
4.2 Statement of PurposeThe goal of this design solution is to raise awareness of period poverty in South Africa and promote SafePad as a viable solution to that problem.
4.3 Core InsightsSafePad is set at the lowest cost possible to make it easily available to low income earners. Many women miss at least 1 week per month of work or school due to the lack of access to proper menstrual products which leads to bad hygiene. Many people living in informal settlements and rural areas don't have access to clean water therefore the antimicrobial technology enables females to clean and reuse this product with ease.
4.4 Target MarketThis design solution is aimed at middle to high income earners who would be willing to donate money towards the cause as well as females who seek a more sustainable option.The ideal target market for this product therefore would be those who are concerned with environmental sustainability . Millennials ages 16-35 have grown up within an eco-conscious society therefore their purchasing behaviors would take into consideration sustainability.
4.5 PositioningThe design solution seeks to position the brand in a way that both raises awareness for period poverty but also enters them into the general market of the sale of sanitary pads.
4.6 Key MessagingSafePad saves… women’s health, education, money and the environment. An animated video will be used to raise awareness of the issue which will include a story of someone who suffers from period poverty with a voice over
