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Context

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Postpartum depression (PPD) affects 1 in 5 Canadian moms, yet many new dads lack awareness and understanding.

Idea

IKEA can leverage dads' role in assembling baby products by subtly integrating PPD awareness and support tips into their instruction manuals, reaching them effectively in a familiar and practical moment without being too preachy.

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Art Director: Foram Vandra
Copy Writer: Khelan Shah

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