Thyseed: Postpartum escape room

Thyseed, a baby feeding brand, designed an escape room game, Misty Heart, which was exhibited at a Beijing museum to increase consumer awareness and reach regarding postpartum depression, improve brand strength and convert it into purchasing power, and provide practical solutions for mothers.

Background

As a domestic infant brand, Thyseed addresses postpartum depression and related issues, conducting thorough investigations. In 2022, China had nearly tens of millions of newborns, with 60% to 80% of expectant and postpartum mothers experiencing varying degrees of depressive emotions.

Despite this alarming statistic, postpartum depression remains largely unrecognized by the general public. Even some mothers are not aware of it themselves, and their behavior is often wrongly interpreted as pretentious or attention-seeking.

The Lancet

Children whose mothers experience postpartum depression symptoms within the first six months after giving birth are twice as likely to...

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