Clean Birth Kit Design

Problem
4-5% maternal
mortality rate

20-30% infant
mortality rate (with-
in 12 months)
Problem
Cultural Reasons for Giving Birth Outside:
• Spirits
Problem
Cultural Reasons for Giving Birth Outside:
• Spirits
• Grib (menstral blood is a polutant)
Problem
Cultural Reasons for Giving Birth Outside:
• Spirits
• Grib (menstral blood is a polutant)
• Silence and Secrecy
Problem
Cultural Reasons for Giving Birth Outside:
• Spirits
• Grib (menstral blood is a polutant)
• Silence and Secrecy
• Diet and Behaviour
Problem
Cultural Reasons for Giving Birth Outside:
• Spirits
• Grib (menstral blood is a polutant)
• Silence and Secrecy
• Diet and Behaviour
• Socio-economic obstacles to clinics
Problem
Precedents
1990: Christian Comission for Development
Bangladesh

Brightly Colored Red and Blue Box

Contains: pictoral instructions, 1 bar of soap,
2 pieces of gauze, 1 polythene sheet, and one
small packet with 3 cord ties and 1 sterile blade
Precedents
1994: MCH Products LTD - Nepal

Blade Disposal

Plastic Sheet Disposal

Precedents
Soap Re-use

Cutting Surface Disposal

Precedents
Reasons for Kit Non-Use:

Among women who were aware of Clean Delivery Kits, “No

Time” was cited as the most frequent reason for non-use.
Precedents
1995: Ministry of Health/ UNICEF -
Burundi

• Only given to women who sought prenatal

health screening and showed no significant
health problems.
• Civil war erupted before the study could be
completed.
Precedents
1999: Zonta International
Clean Birth Kit Design
Clean Birth Kit Design
Clean Birth Kit Design
Clean Birth Kit Design
Packaging and Illustration:
Large, Clear Pictures Indi-
cate Each Step
Clean Birth Kit Design
Packaging and Illustration:
Large, Clear Pictures Indi-
cate Each Step

Accordion-Style Pages Reduce Confu-

sion About Reading Directionality
Clean Birth Kit Design
Packaging and Illustration:
Large, Clear Pictures Indi-
cate Each Step

Accordion-Style Pages Reduce Confu-

sion About Reading Directionality
Solid and Empty Dots In-
dicate the Step Each Page
Illustrates
Clean Birth Kit Design
Packaging and Illustration:
Large, Clear Pictures Indi-
cate Each Step

Arrows Indi-
cate the Direc-
tion of Contin-
uation

Accordion-Style Pages Reduce Confu-

sion About Reading Directionality
Solid and Empty Dots In-
dicate the Step Each Page
Illustrates
Clean Birth Kit Design
Packaging and Illustration:
Large, Clear Pictures Indi-
cate Each Step

Items are Packaged

Alongside the Directions
that Describe Their Use

Arrows Indi-
cate the Direc-
tion of Contin-
uation

Accordion-Style Pages Reduce Confu-

sion About Reading Directionality
Solid and Empty Dots In-
dicate the Step Each Page
Illustrates
Clean Birth Kit Design
Blue and Green Tabs Packaging and Illustration:
Help Users Open Bags
More Easily Large, Clear Pictures Indi-
cate Each Step

Items are Packaged

Alongside the Directions
that Describe Their Use

Arrows Indi-
cate the Direc-
tion of Contin-
uation

Accordion-Style Pages Reduce Confu-

sion About Reading Directionality
Solid and Empty Dots In-
dicate the Step Each Page
Illustrates
Funding Mechanism
• Work with NGO’s to secure fund-
ing for research and development
Funding Mechanism
• Work with NGO’s to secure fund-
ing for research and development

• Produce birth kits in locally

Funding Mechanism
• Work with NGO’s to secure fund-
ing for research and development

• Produce birth kits in locally

• Market birth kits as wedding gifts

and sell for profit
Market Research
Survey Questions
Men
1)What marketing would motivate you to buy this product?
(What are the benefits of this product that is most motivation?)
2) How much would you be willing to pay for the product?
3) Are you responsible for buying sanitary napkins for you wife?
4) Would you prefer a box package or ziplock?
5) Would you prefer the package to be descrete?
6) How far would you be willing to travel to buy this product?
7) Where of you shop for most of your family’s good?
8) How would you like to be informed about his product?
- in person
- radio
- television
- newspaper advertisement
- internet
- in school
9) If you and your wife had a good experience wiht this product
would you be willing to tell your friends/ neighbors about it?
Market Research
Women
1) (Show illustration of direction) Can you explain what you 9) Do you plan to go to a clinic to give birth ot do it at
see in each frame? What do you think is happening? home?
-Do you plan in having help with the delivery?
2)Do you think this product will be helpful? If so, would you
- Where in the home would you deliver the child?
use it?
10) What do you do with the after birth (placenta) and
3)Would you feel comfortable asking your husband to buy
umbellical cord stomp?
this product?
11) How late into the pregnancy would you buy this
4) How much would you be willing to pay for this product?
product?
5) What would you do with the contents after using the
product?
6) How/ where would you store this product?
7) How would you like to be informed about this product?
- in person
- by other women
- clinic
- radio
- television
- newspaper advertisement
- taught in school
8) Is there anything else you would like to have in this kit?
Market Research
Retailer
1) Would you be motivated to sell these kits?
2) What would you consider to be a fair price for these
kits?
3) WHat tupes of promotional materials would be helpful
to you to sell the kit?
4) Who normally purchases hygiene products in the
shop? WHich product sell most successfull? (look at
packaging on these products)
5) What type of packaging would be most appropriate in
your shelves?
6) Perceive value of a boxcutter razor blade. Would you
be willing to return it?
 User Testing and Prototype
• How to use the product?
 User Testing and Prototype
• How to use the product?

• Will they be attracted/ willing

to use the foreign package
 User Testing and Prototype
• How to use the product?

• Will they be attracted/ willing

to use the foreign package

• How to read the instruction

 User Testing and Prototype
• How to use the product?

• Will they be attracted/ willing

to use the foreign package

• How to read the instruction

• How will they use it again

• Where would they store the

product
 User Testing and Prototype
• How to use the product?

• Will they be attracted/ willing

to use the foreign package

• How to read the instruction

• How will they use it again

• Where would they store the

product

• Feedback- Will they use it again?

recommend it to a friend/ family
member?
Distribution

made in regional warehouse

Distribution

made in regional warehouse Sold to local markets

Distribution

made in regional warehouse Sold to local markets

sedirb

Men purchasing wedding

gifts
Distribution

made in regional warehouse Sold to local markets

sedirb

Brides Men purchasing wedding

gifts
Promotion
Metrics & Evaluation

Review of Profits/
Record Books
Metrics & Evaluation
Number of Kits Distrib-
uted to Each Site

Review of Profits/
Record Books
Metrics & Evaluation
Number of Kits Distrib-
uted to Each Site
Number of Kits
Assembled

Review of Profits/
Record Books
Metrics & Evaluation
Number of Kits Distrib-
uted to Each Site
Number of Kits
Assembled

Production
Costs

Review of Profits/
Record Books
Metrics & Evaluation
Number of Kits Distrib-
uted to Each Site
Number of Kits
Assembled

Number of Kits Pur- Production

chased at Each Site Costs

Review of Profits/
Record Books
Metrics & Evaluation
Number of Kits Distrib-
uted to Each Site
Number of Kits
Assembled

Profit Margin/
Gap

Number of Kits Pur- Production

chased at Each Site Costs

Review of Profits/
Record Books
Metrics & Evaluation

Field Testing/
User Interviews
Metrics & Evaluation
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection

Field Testing/
User Interviews
Metrics & Evaluation
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection
Percentage of Pregnant
Women in Possession
of Clean Birth Kit

Field Testing/
User Interviews
Metrics & Evaluation
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection
Percentage of Pregnant
Women in Possession
of Clean Birth Kit

Obstacles to Routine
Use

Field Testing/
User Interviews
Metrics & Evaluation
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection
Percentage of Pregnant
Women in Possession
of Clean Birth Kit

Obstacles to Routine
Community Aware- Use
ness and Attitudes
Toward Kits
Field Testing/
User Interviews
Metrics & Evaluation
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection
Percentage of Pregnant
Women in Possession
of Clean Birth Kit
Ease of Use and
Quality of Kits

Obstacles to Routine
Community Aware- Use
ness and Attitudes
Toward Kits
Field Testing/
User Interviews
Metrics & Evaluation
Usage Rates in
Home Deliveries
Ease of Use and
Quality of Kits
With Medical Staff, Re-
view Incidents of Teta-
nus, Puerpural Sepsis,
and Cord Infection
Percentage of Pregnant
Women in Possession
of Clean Birth Kit

Obstacles to Routine
Community Aware- Use
ness and Attitudes
Toward Kits
Field Testing/
User Interviews
 Future Research
Training Plan/ Market Research

• Gather women in the village and spread the

news of birthing kit.
 Future Research
Training Plan/ Market Research

• Gather women in the village and spread the

news of birthing kit.

• Let the clinics know about the birthing kit.

 Future Research
Training Plan/ Market Research

• Gather women in the village and spread the

news of birthing kit.

• Let the clinics know about the birthing kit.

• Explain to men why the kit is important and

helpful for their wives and future children.
 Future Research
Training Plan/ Market Research

• Gather women in the village and spread the

news of birthing kit.

• Let the clinics know about the birthing kit.

• Explain to men why the kit is important and

helpful for their wives and future children.

• Set a price on the kit so that it will

mosty likely be used
 Future Research
Training Plan/ Market Research

• Gather women in the village and spread the

news of birthing kit.

• Let the clinics know about the birthing kit.

• Explain to men why the kit is important and

helpful for their wives and future children.

• Set a price on the kit so that it will

mosty likely be used

• Packaging as a wedding present

• Clear illustration of instruction

Thank You!