Starting honest conversations about PMDD

An open sustainability-for-social-good brief. I chose mental health — specifically PMDD awareness and reducing stigma. Research drew on women's health projects, PMDD medical literature, and interviews about lived experience. Primary audiences: people with PMDD and the partners and support systems around them.

My first concept was a t-shirt — a wearable symbol of solidarity. Peer feedback changed my mind: a symbol helps for a day; a tool helps daily. The t-shirt became an analogue journal for symptom tracking and partner dialogue, while solidarity moved into community events and social media.

Three mediums, one voice: a landing page that explains PMDD without jargon, social ads that open conversations rather than lecture, and the journal that supports coping and communication at home. Digital starts the conversation; analogue keeps it going.