Actress Jordana Brewster Joins Clearblue® for Real Talk Around Trying to Conceive and Fertility with #Conceivinghood Campaign

Rhea-AI Summary

Clearblue launches the term ‘Conceivinghood’ to address the emotional journey of pre-pregnancy. A survey revealed that 33% of couples initially thought conception would take under three months; however, nearly 16% struggled for an average of five months. The #Conceivinghood campaign aims to provide support with 40% of respondents saying more resources would help them. A virtual panel discussing these issues will occur on April 22, 2021, featuring notable speakers including Jordana Brewster. Clearblue is recognized as the world's leading brand in home pregnancy and fertility tests.

Positive

• Clearblue's #Conceivinghood campaign offers significant emotional support to couples trying to conceive.
• The campaign has seen a positive reception, with 40% of surveyed couples expressing a need for more resources.
• Clearblue is the world's No.1 brand in home pregnancy and fertility tests.

Negative

• One in six couples reported struggling with fertility issues, indicating a significant market need.

Motherhood. Womanhood. Fatherhood. Parenthood. There seems to be a name for every life journey, except one, ‘Conceivinghood’ — a new term and now a public conversation to acknowledge the pre-pregnancy phase. Clearblue is bringing attention to what can be a quiet yet, emotional time period among those on their conception journey in hopes to offer support, guidance and education.

Clearblue #Conceivinghood event information (Graphic: Business Wire)

Many people struggling to conceive want to feel hopeful and that they’re not alone. In a survey conducted by OnePoll for Clearblue, 33% of survey respondents trying to conceive initially believed it would take them less than three months to get pregnant; however, almost one in six couples surveyed said they have struggled with fertility issues noting it has taken five months of “trying” on average to successfully conceive¹.

“My Conceivinghood journey definitely took a toll on me,” said Jordana Brewster. “I saw a lot of ‘not pregnant’ multiple times. Through it all, it was the immense support from my family and friends that helped me stay positive. I know everyone’s story isn’t the same, but I hope those out there struggling find solace and hope through Clearblue’s #Conceivinghood campaign. That’s why I’m so honored to join Clearblue to shed light on an intimate topic that so many people keep private.”

The idea behind Conceivinghood was to create a community where those who are struggling to conceive can share their stories, feelings and pain in a safe and supportive environment while also getting help and, regaining hope from a community of people who resonate with the issues at hand. Since its inception in 2020, Clearblue’s #Conceivinghood campaign has provided support and guidance for those struggling on their Trying to Conceive (TTC) journey and has no plans of slowing down. Of those surveyed, 40% believe that more resources or support would help them in the long run and 64% of couples acknowledge that hearing stories about others overcoming fertility problems gives them hope¹.

“I speak to people every day who are going through Conceivinghood, and it can be such an emotional and overwhelming time, said Dr. Jessica Shepherd, OB/GYN, and Clearblue Spokesperson. “Clearblue is bringing special attention to the #Conceivinghood journey and supporting couples who are going through it. I believe being vocal about your Conceivinghood story can not only be therapeutic, but can also help comfort others who may be going through similar TTC struggles.”

In honor of National Infertility Awareness Week (April 18-24), Clearblue is hosting a live, virtual panel event on April 22, 2021 at 11 a.m. EDT about the ups and downs of the Conceivinghood journey – in a safe and supportive environment. The event (click here to register) will feature a panel of influential voices engaging in an intimate discussion including:

• Jordana Brewster, actor, who has openly spoken about her struggles to conceive.
• Devon Still, NFL Legend, and his wife Asha Still, who have openly discussed their trying to conceive (TTC) struggles in their journey to expand their family
• Dr. Jessica Shepherd, OBGYN, MBA, FACOG and Chief Medical Officer of Verywell Health
• Kara Burnett Giugliano, Tik Tok influencer who went viral after sharing her Clearblue #Conceivinghood journey on the platform
• Moderated by: Dr. Fiona Clancy, R&D Senior Director at Swiss Precision Diagnostics Medical

More information can be found at Clearblue.com/conceivinghood, and those trying to conceive can join the #Conceivinghood conversation by sharing their own story. They can also register for Clearblue’s upcoming virtual panel event here: https://www.clearblueconceivinghoodevent.com/.

About Clearblue®

Clearblue^® is the World’s No.1 selling brand in home pregnancy and fertility tests.² Consumers trust the Clearblue brand because it delivers the accurate information they want. The Clearblue^® product range is built on a strong foundation of peer-reviewed science and consumer understanding. Clearblue^® is supported by over 30 years of expertise, quality, and innovation in consumer diagnostics. Clearblue^® pregnancy, fertility and ovulation products are developed with leading healthcare experts and Clearblue^® is the #1 OB-GYN Recommended ovulation brand.³ The Clearblue® family of products include the Clearblue^® Fertility Monitor, Clearblue^® Advanced Digital Ovulation Test, Clearblue^® Connected Ovulation Test System, Clearblue® Digital Ovulation Test, Clearblue^® Easy Ovulation Test, Clearblue^® Digital Pregnancy Test, and Clearblue^® Rapid Detection Pregnancy Test. For more information visit www.clearblue.com.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands. For other P&G news, visit us at www.pg.com/news

¹ According to a poll conducted in 2021 by OnePoll, in partnership with Clearblue

View source version on businesswire.com: https://www.businesswire.com/news/home/20210406005884/en/

FAQ

What is Clearblue's #Conceivinghood campaign?

It's an initiative aimed at supporting couples on their pre-pregnancy journey and bringing attention to the emotional aspects of conceiving.

When is the Clearblue #Conceivinghood virtual panel event?

The event is scheduled for April 22, 2021, at 11 a.m. EDT.

What percentage of couples believe more support would help them during their journey?

40% of couples surveyed stated that additional resources or support would be beneficial.

How long did it take for couples to conceive on average according to Clearblue's survey?

On average, couples reported it took five months of trying to conceive.

What brand does Clearblue represent in the fertility test market?

Clearblue is recognized as the world's No.1 selling brand in home pregnancy and fertility tests.