A design brief is an essential starting point for any creative project. It outlines the project background, core challenges, and primary objectives to keep the work on track. The Creative Brief below establishes the foundation for this Final Major Project.
No More Shame:
Empowering the Next Generation with Inclusive Menstrual Education
Background
Nearly half of girls in the UK (48%) are embarrassed by their periods (Plan UK, 2018). Although menstruation is a natural bodily process, it remains shrouded in secrecy, shame and silence. Menstruation education is vital for encouraging healthy development in adolescent girls. It can help them recognise normal cycles and seek medical help when needed. Since 2020, menstruation education has been compulsory for all boys and girls in primary schools across England and Wales (GOV.UK, 2025). However, menstruation education at school is ‘often very poor’ (Women and Equalities Committee, 2026, p. 8). With periods starting as early as age 8, initiating conversations about menstruation prior to the onset of puberty is essential. This can ensure children understand the changes happening to their bodies.
The Challenge
Parents play a key role in educating their children about menstruation. Research shows that mothers are typically the main educators, focusing their conversations almost exclusively on their daughters rather than their sons. However, many mothers rely on their own cultural upbringings, which are often shaped by shame or misinformation, making it difficult for them to provide accurate and comprehensive menstruation education (Evans, et al., 2022). There are currently no menstruation education apps designed specifically for preadolescents that address the difficulty many parents face when initiating conversations regarding menstruation.
Aims and Objectives
The aim of this project is to reduce menstrual taboo and stigma by designing an educational mobile app for the NHS that helps parents and preadolescent children talk openly about periods. To achieve this, the objectives are:
- Conduct research to identify desired app features and effective marketing channels to reach the intended audience
- Establish a visual identity (brand name, logo, colour palette, and typography) and execute preference testing with target users to validate design choices
- Map out the complete user journey and wireframe a navigation flow that allows users to access the main functions within five clicks
- Analyse three inclusive children’s menstrual education books for visual trends and apply these insights to develop the high-fidelity User Interface (UI) screens for the app
- Build an interactive and inclusive prototype featuring age-appropriate visuals and conduct usability testing with parent users to identify and resolve critical navigation errors
The Target Audience
The design solution primarily targets UK-based parents and guardians, while being tailored to the needs of girls and boys aged 7-12. Targeting parents first can build trust and overcome the ‘gatekeeper’ barrier as they control app downloads. Preadolescents are the ultimate consumers who will determine the app’s engagement and success. To accommodate different developmental stages, the menstruation education app features age-level toggles (for ages 7-9 and 10-12). This allows parents to easily adjust the level of detailed information based on their child’s specific needs.
Proposed Solution
It is recommended for parents to start menstruation conversations early and gradually build on the child’s understanding (Miller, 2018). In this project, the NHS would provide the first gender-inclusive menstruation education app designed specifically for preadolescents. The educational tool would be an age-appropriate, accessible, free, and trustworthy source of information to assist parents and guardians in having these critical conversations about menstruation. Whilst normalising a natural bodily process, there is also an opportunity to diminish the stigma associated with menstruation being a ‘female only’ issue by including men and boys in menstrual education. The promotional marketing materials will highlight the app’s USP: empowering parents to make period education fun, supportive, and stress-free for every child.
Specifics and Deliverables
- A visual identity including a brand name, logo, colour palette, and typography
- An interactive and inclusive prototype featuring age-appropriate visuals
- An integrated marketing campaign including social media advertising, flyers and posters
Proposed Methods for Dissemination and for Measuring Impact (Hypothetical)
To successfully disseminate the menstruation education app, it is necessary to engage preadolescent users alongside parents and educators. In schools, the app would be framed as a free digital companion to the UK Government’s Period Product Scheme, which provides free menstrual products in schools and colleges. Posters advertising the app would be placed in communal areas such as libraries and toilets. Primary school nurses and Year 5/6 teachers would also be given free, printable informational flyers about the app to share with students. Digital screens in local GP surgeries and hospital receptions will show the posters. Targeted adverts will also reach the parents of children aged 7 to 12 via parenting network newsletters, Facebook and Instagram.
Prior to market release, the menstruation education app would undergo user acceptance testing (UAT) to ensure the app has met its functional requirements and capture any final errors. Following the launch of the app, focus groups would capture qualitative insights from targeted users on their previous experiences, sentiments, and recommendations for improvement. Focus groups combined with quantitative measurements like user retention rates would provide an accurate assessment of the app’s impact. Additionally, Mumsnet Insight would be commissioned to survey targeted segments of the audience on the UK’s largest parenting platform Mumsnet. The surveys will combine Likert scales and open-ended questions to evaluate user experiences and measure the overall effectiveness and impact of the menstruation education app.
Schedule for completion
Completion date: 1st July 2026