Neonormal identified an opportunity for a fee-paying health service that would deliver the skills and services of the highly regarded Karitane team to aspirational, potentially vulnerable and vulnerable parents, refreshing the brand, extending reach and enabling 6 new revenue streams for the mostly government-funded organisation. Combining Neonormal design thinking and Karitane service design we launched this service in just 8 months in Westfield Bondi Junction, February 2018. We attracted 110 families on day 1 and 500 in the first 5 days.
Research states that 8 in 10 mums with young children need support but less than 30% seek help. Today's new parents don't have the same family structures and support, role models, carers, fellow stay at home parents that once allowed families to be supported by the village.
New parents often wait until they have a significant problem to seek early parenting support. Health services and government departments are stretched in dealing with escalating numbers of vulnerable families.
Governments are seeking early intervention solutions to address the potentially, or emerging, vulnerable to reduce pressure on existing services.