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Care for Mom to Be Campaign

Seyon Kim's "Care for Mom to Be" campaign is a social initiative that seeks to promote awareness of the needs of pregnant women during transit. The campaign aims to encourage others to offer a seat on a train or a place to park their car, ultimately fostering a more supportive environment for expectant mothers. The campaign's logo, which combines the figure of a pregnant person and the shape of a heart, is designed to appeal to both men and women, encouraging both sexes to respond positively.

The campaign is realized through various promotional materials, including posters and subway tickets, strategically placed in public spaces such as subway stations and parking lots. By physically interacting with the campaign logo on the subway ticket, viewers can raise their awareness about the importance of caring for pregnant women during transit.

Kim's inspiration for the campaign stemmed from the observed lack of designated seats or parking spaces for pregnant women, both in South Korea and the United States. Through interviews with pregnant women and research, Kim identified the simple yet impactful need for more care and generosity in public spaces, such as offering a seat or showing more consideration.

One of the design challenges Kim faced was creating a campaign that is easy to understand and memorable, while also choosing a neutral brand color to avoid stereotypical gender associations. The warm pastel color chosen for the campaign represents hope, love, care, and belongingness, while the word-mark and overall typeface are designed to be friendly and universally appealing.

The "Care for Mom to Be" campaign was awarded the Bronze A' Design Award in the Social Design category in 2020. This recognition acknowledges the campaign's outstanding and creatively ingenious approach to addressing the needs of pregnant women in transit, contributing to quality of life improvements and making the world a better place.

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