We want to design an information campaign for new mothers in rural clinics. How would you run field research and interviews before designing anything?

Before any visuals, I'd ask what this campaign must make real: safer, more confident first weeks for mothers. Go to the clinics and listen from the ground up. Interview new and expectant mothers, nurses, midwives and community health workers.

Observe waiting rooms and consultations to see which touchpoints already exist, such as radio, family and phones. Map their real doubts, beliefs and literacy levels. Bring medicine and local voices into co-creation sessions.

Design is a bridge here. Build the campaign 360º and humanist at heart. That's how impact lasts.