Will and Way.
“Will and Way” is a male lactation aid. After signing up to an NHS pre-natal course, the father-to-be receives a kit containing a chest pump, a compression vest and an informative leaflet, as well as all of the necessary hormones (domperidone and progesterone) for him to lactate and “chestfeed” his child.
Research:
Studying the issues surrounding mental health and new parenthood revealed the disturbing fact that over half of women experience emotional problems postnatally or during pregnancy. A common trigger for mothers is the pressure to breastfeed, even when it is difficult and stressful to do so; whilst fathers encountering inflexible work hours, non-inclusive branding and a lack of trust can feel left out and forgotten.
How can Product Design break down the strict gender and societal roles we have created for new parents?
Research and Process:
Extensive interviews with parents and medical professionals revealed a code of silence around admitting to mental health struggles, out of fear of being branded as, “unable to cope”. “Will and Way” could help couples support each other, as well as their new baby. An empathy tool, it enables dads to take a more active role in the first six months of the baby’s life and allows mums to relinquish some of the pressures and duties of parenting.
“The chestfeeding kit... challenges the fundamental meanings of male and female, father and mother, parent and child. Marie-Claire’s design concept goes right to heart of our taboos.”
— Jury chair, Julie Jenson Bennett, CEO of Precipice
The Discussion Continues:
Having won the Meaning-Centred Design Award it developed into a fascinating discussion piece on gender, societal roles and how design can oppress with one hand and liberate with the other.
The New York Times:
Dezeen:
Parents.com
