Teenage Mothers Matters

The brief

Teenage Mothers Matters is a movement built on four pillars — safe environment, education, support & care, and awareness & advocacy — working to end the stigma around teenage motherhood and give young mothers a real path forward instead of a closed door.

Thirty-plus members in, with no outreach or events run yet, the organization needed a landing page that could do three unrelated jobs at once: reassure a scared teenage mother, mobilize the people around her, and open a door to funding and volunteers — without flattening any of those three conversations into one generic pitch.

The approach

I worked from a research brief on evidence-based messaging for this cause — compassion over outrage, specific help over generic appeals, visible trust signals — plus a direct conversation with the founder about what she actually wanted the page to say. The result is a "find your path" structure: instead of one homepage trying to speak to everyone, each visitor is routed to a page built around what they need.

• A teenage mother lands on reassurance first — "You are not alone in this" — with a low-pressure "I Need Support" as the only real ask.
• Someone who knows her gets responsibility, not guilt — "You can be the difference she needs" — with a direct "Reach Out With Her."
• Volunteers and funders share a page that still gives them two distinct next steps — volunteer, or partner and fund — under one line: "Be a voice. Be a support. Be the change."

Every path leads to WhatsApp instead of a form, with a message pre-filled to match the persona, so reaching out never starts from a blank, intimidating text box.