THE FULL PLUM EFFECT
The Full Effect is a program by Plum Organics to provide nourishment to children across America by distributing Super Smoothie packs, specially produced for this program. I was a part of a team of six people with diverse skill sets who were given the challenge of taking this program to the next level. Through The Full Effect, Plum Organics and their partners had distributed 50,000 pouches. They aimed at increasing this number to 1 million with The Full Effect 2.0.
WHAT IS THE RIGHT STORY TO TELL? AND HOW AND WHERE CAN WE TELL IT SO IT INTEGRATES THE CSR PROGRAM WITH PLUM ORGANICS' CORE BUSINESS?
Over a course of 3 months of intensive research, mapping, creative conceptualization and ideation, we designed The Full Plum Effect through which Plum Organics can form meaningful connection with its audience and affect mothers and children across all 50 states of the country.
We built a system map to understand the roles of the different segments of the organizations and how they function as a whole. We also placed ourselves on the map to explore possible opportunities where we could intervene in this system.
The colors differentiate the program from the organization because they operate as separate entities.
Through this map we visualize the ideal system where the program and the sales of Plum product work cohesively to benefit the organization as a whole.
We presented our insights based on interviews with mothers who were current or potential consumers.
We also interviewed partner organizations, Convoy of Hope and Baby Buggy, who have helped Plum Organics distribute Super Smoothies for The Full Effect, to understand their relationship and aspirations for the program.
This process led us to the realization that the program and the organization function as two separate entities and interact with two very different audiences.
Vocabulary is important. With this new name, Plum Organics can create the necessary bridge between The Full Effect and Plum Organics.
Most importantly, it will now bring the two different audiences together to achieve greater impact. Ou greatest challenge was to define how we would do this.
Based on our core truth, we designed The 50 States Tour. The Full Plum Effect will reach all 50 states in the country on the Plum Mobile to not only distribute Super Smoothies but also host events like Tot Tales and The Plum Thumb which will allow them interact with mother and children.
We designed the Events book for Plum Organics to distribute within their organization and also to their partners to understand the idea,events and logistics required to execute The Full Plum Effect.
The Baby book and Growth chart is designed to be handed out to mothers at the event to share information about food and nutrition for their children.
Project by: Gina Kim, Haya Shaath, Meryl Natow, Robin Newman and Swar Raisinghani