U•HOOD

D&AD New Blood 2021 Entry
Menopause is a taboo subject and often used as a punchline, keeping menopausal individuals from confidently voicing their questions or experience.

In order to change the perception of menopause, we have to change the perception of womanhood as a whole and its connection to fertility and menstruation. With this construct in place, menopause indicates the end of a woman’s relevancy and that link needs to be broken.

How do we reframe womanhood when an alternate narrative doesn’t exist? By creating it.

uterinite: a person who possesses a uterus.

uterinehood: an inclusive experience for all with a uterus, including trans men and non-binary peoples.

u•hood: the app we created to help the world define uterinehood and empower uterinites throughout their lives, including through menopause.

App walkthrough

App screens

Introduction:

Placement quiz to determine which state the user is currently in:

Power state | Puberty:

Choice State | Fertility

Revolution State | Perimenopause

Intention State | Post-menopause

The Team: (AD) Adam DeBrueler, (strategy) Thomas Freeman & Kimberly Heard, and myself.