A new campaign from Church & Dwight pregnancy test kit brand First Response wants to acknowledge the various difficulties associated with getting pregnant.

Created by longtime agency partner Forsman & Bodenfors, the campaign launched with a 60-second film that shares a woman’s emotional journey as she struggles to conceive. This creative stands out, as Forsman & Bodenfors associate creative director Robin Porter notes that typically, pregnancy test ads end with a woman or couple receiving the result they hoped for.

The agency notes that while World Health Organization (WHO) data shows one in six couples have difficulties conceiving, conversations about fertility and its challenges remain fairly taboo in broader culture.

“This is just one example of a category that over-indexes in representations of anticipation, celebration, joy [and] relief, but there has been little representation to date of the journeys to parenthood that aren’t linear or easy,” Porter says.

First Response has partnered with Fertility Matters Canada, a Canadian organization dedicated to providing support, awareness, education and advocating for equitable access to fertility care. Working with Veritas Communications, it has also continued the relationship with Emily Getz, a fertility mindset coach.

Porter tells strategy the campaign is targeting women who have experienced the many nuanced emotions, stressors and challenges that come with struggling to conceive and who can connect with the reality of struggling in silence.

The national campaign for the Church & Dwight brand launches this week and includes video, social assets and a new microsite with info and resources. Veritas Communications handled PR and Wavemaker, which retained the CPG’s media business after a competitive review last fall, took care of the buy.

“This campaign exists entirely online with no traditional broadcast component meaning that all touch points provide a seamless click to the resources and support hosted on our website,” Porter says.

Forsman & Bodenfors has been Church & Dwight Canada’s strategic and creative AOR for two decades, leading First Response and more than 20 brands in its portfolio, doing recent campaign work for Trojan condoms and moisturizer brand, Replens.

Earlier this month, Church & Dwight announced it had hiked quarterly ad spend by $30 million to around $152 million and “gained share in a majority of [its] categories.”