Single motherhood can present a unique set of financial and emotional challenges, and many times that adds stress to the joys of parenting. Moms truly are some of the unsung heroes of our society and they do not receive the recognition nor appreciation that they deserve. Many mothers experience the same problems — from worrying about having enough money and paying their bills on time to making important decisions regarding their children’s futures. As the cost of child care increases, it is essential that single mothers gain access to lower rates and quality care for their children. Within the last 20 years, child care costs have increased 22%, amounting to about $10,000 per year for each child. To help defray the cost, churches and nonprofits are spending their time collecting money and donations to ease the pressures of single parenthood. However, many women do not know about these opportunities or programs as they have limited time to take care of not only their children, but also their selves.
Additionally, government agencies could do more to establish an initiative that provides access to opportunities such as affordable housing, extended maternity leaves with full financial support, early childhood development,
and more educational projects. The purpose of MamaBear+Cub is to address those issues through the creation of impactful design. These solutions allow our community to be aware of the problem and initiate change for the Charlotte area.
and more educational projects. The purpose of MamaBear+Cub is to address those issues through the creation of impactful design. These solutions allow our community to be aware of the problem and initiate change for the Charlotte area.
The class presentations can be found here.
LOGO & BRAND DEVELOPMENT
AD DEVELOPMENT
App DEVELOPMENT
Final Designs
MOBILE App
The first product is a mobile app that provides access to a network of local single mothers and child care providers ranging from public daycare to nannying services. Other features include spaces where mothers can connect with other single moms around the city. This prompts them to post questions and photographs as well as join conversations that provide easy access to a wide range of topics. In the group section, nannies and single mothers are encouraged to participate in petitions such as extending maternity leave and increasing opportunities for financial assistance.
Large-format print media CAMPAIGN
The second solution consists of a large-format print media campaign that presents information about financial resources to single mothers. Three posters are designed to be displayed at bus stops and on billboards to catch the attention of the busy moms who travel from job to job. The signage motivates single mothers and nannies to join the app and advocate for financial and societal change.
PUBLIC SERVICE ANNOUNCEMENT
Lastly, the third product is a public service announcement video that raises awareness about the effect of time scarcity on single mothers and provides information about accessible financial resources. By giving single mothers access to financial and community resources and encouraging them to take political action, each of these solutions will help alleviate some of the pressures so mothers are given the opportunity to raise their children in a safe and nurturing environment.