Church & Dwight Co., makers of First Response pregnant and ovulation tests, aims to shed light on how women deal with fertility struggles, adoption, pregnancy and parenthood via a digital content series that shares the stories of four women.
In 2016, the fertility rate in the United States reached a record low, reinforcing that each trying-to-conceive journey is unique and may come with its own set of challenges and emotions. Beginning today and through September, the four women will share the details of their stories on their personal blogs and social channels.
The “Digital Diaries” campaign spotlights four influencers and their partners as they plan for a family. Their stories are woven together through a series of individual posts that document specific moments many women experience while planning for a baby.
“A digital content series allows us to present these stories in a way that is real, raw and emotional,” says Stephanie Berez, director of marketing for First Response. “By offering a platform for these women to share their stories, we may hopefully open a door for people to talk more openly about the pregnancy journey.”
The goal is to spark conversations around motherhood from the surprise of a blossoming pregnancy, strength and resolve in handling infertility and blended modern families including adoption. Each woman is set to reveal her story on social (Facebook, blogs, Instagram and Twitter) through Sept 22.
The brand will also weave together the women’s experiences across a product website for a more editorial approach to consumers most-asked Q’s in what can be a difficult dialogue.
The women include Shel ley Skuster, a mother of three with a fourth on the way, who has faced many challenges while trying to conceive. LaTisha Springer shares everyday advice from fashion tips for girls and mothers to personal musing about life as a mom. She will share her journey on her three pregnancies. For Danielle Davis, a mom of two children, the "trying-to-conceive" journey began at age 17, when she was diagnosed with Polycystic Ovarian Syndrome, leading to multiple rounds of Clomid, IUIs and a round of IVF. Finally, Brandi Jeter is a Bay Area blogger of all things parenting, family and marriage. She talks candidly about being a mom to a 7-year-old girl and a newborn boy.