We saw a way to make superior science emotionally meaningful.
  • Challenge: How do you make a pregnancy test emotional? It’s a plastic stick that- well, we all know how we use it. And once used, it’s thrown in the garbage.
  • Strategy: Focus not on what the stick is made of or how it is used, focus on what pregnancy means to a woman and underpin it with First Response superior science.
  • Big Idea: Because you are your baby’s first home.
  • Result: The campaign breaks in May. We’ll keep you posted.