“Bedsider” – Birth Control Support

Leadership: Need > Idea > Launch

“Bedsider” – Birth Control Support | IDEO for The National Campaign | 2009-2010

The Need: Reduce Unplanned Pregnancy

The National Campaign to Prevent Teen and Unplanned Pregnancy wants all children to have stable two-parent households. Over 70% of young adult pregnancies in the US are unplanned, and the Campaign asked us to identify new ways they might reverse this trend.

The Design: Carry the Right Tone Across a Full Set of Touchpoints

The team conducted a deep ethnographic exploration with the target demographic to inform insights and then brainstormed widely for possible solutions. One idea that emerged was to transform birth control from a subscription to a prescription. The client asked for subsequent projects to detail out this multi-touchpoint birth control support system.

We developed the Bedsider brand (from the name to tone to look & feel), identified the touchpoints and support elements required, detailed all designed elements of the system, and worked with implementation teams to bring it to life. Bedsider is now launched, providing education and support to young women. The program has been honored by numerous award organizations, including IDEA and Spark.

My Role: Business Lead

I worked with the client to craft programs that met their needs, built the right design team to execute, and then provided guidance and direction to the teams as they progressed through the series of projects.