Not really sure what's meant to go in this but here goes...
Our concept arose when using the SLIP approach to arrange our ideas in one of the early weeks. When using this method to synthesise our ideas about driving stress, we stumbled across the never ending debate around equality and how women have been introduced into the workforce to support the earnings of the husband, but are also still expected to run the household. We then had to relate back to the idea of stress whilst driving. From conversations with working mums what we discovered was that working mothers don't find driving to/from work stressful, and that their commute is actually the only time during the day they get alone. This led us to basing our brief around the need for working mothers to embrace their time alone and get some "me time". We kept our style consistent across our presentation/document platforms, utilising a bright colour palette and illustrative style to communicate our points.
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