First Response sponsors reality series

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“A Conception Story” is now available for viewing as a new web-based reality series from TLC. The idea, a nearly real time show about six couples as they strive to get pregnant, was pitched to TLC by one of their advertisers, First Response.

First Response is the leading brand of fertility, ovulation and home pregnancy test kits. The partnership with TLC was a natural as the programming there is geared toward family-minded viewership. A Baby Story is one of their highest rated shows. As home pregnancy test sales decline with the market, this is a very clever advertising vehicle, combing product placement with emotional and engaging true stories of individual achievement.

According to TLC, the series tracks the lives of six dynamic women on the road to motherhood. Following the traditions of A Wedding Story and A Baby Story, the web series explores another aspect of family development: getting pregnant. The series documents the diverse paths, the different obstacles and challenges each woman faces as they try to create life.

“I’ve never been under the illusion that raising kids would be easy,” says one participant, Mary, 34. “So that’s why I decided to wait until I was ready -- until I was ready emotionally to give up everything -- because that’s what you really need to do.” But for Mary, achieving that goal has been difficult. After three years of trying, still no baby. The series tracks her progress, and the other couples’ progress, over the next seven months.

First Response approached TLC about six months ago and pitched the idea. It was approved. “The reason we were open to this is First Response has been a very trusted brand for more than 25 years,” Harold Morgenstern, senior vice president for advertising sales at Discovery communications, TLC.com’s parent company said.

Source: NYTimes.com, TLC.com


 
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