In China, almost 10% of new mothers suffer from postpartum depression. The changes caused by hormone, psychological stress and her new role in family, are the primary reasons for postpartum depression. Friso, as a brand that always focus on females, want to do something to help these new mothers without any commercial return.

As to the tone and manner of ‘San Tzu Ching To Help Moms’, we hope to balance the traditional style and being entertaining. Therefore, our creative team visited Mr. Deng Huihua, the Chinese Ink Painting Cartoon Artist and the successor to the famous artist Feng Zikai. We invited him to draw for ‘San Tzu Ching To Help Moms’, and his illustrations captured the perfect fusion of traditional Chinese charm and modern life scenes.

We found a professional ancient book printing team in Beijing. Every ‘San Tzu Ching To Help Moms’ book is hand-bound by the workers, and captures the classic style of traditional line book in every detail.

We also created a digital book, video and other peripheral products on the concept to reach more new dads.