A TWO-MONTH WEB SERIES FEATURING FIVE REAL WOMEN’S JOURNEY TO CONCEIVE
CONCEPTION DIARIES WILL DEBUT TUESDAY, APRIL 28, 2009 EXCLUSIVELY ON WWW.MOMLOGIC.COM “REAL STORIES. REAL ADVICE. REAL MOMS.”
Momlogic.com, along with the makers of the nationally recognized brand of First Response® Pregnancy, Ovulation, and Fertility Tests, launches the integrated marketing campaign Conception Diaries. This innovative and compelling web series takes an intimate, first-hand look at the joys and frustrations of five women at different stages in their lives as they embark on the journey to conceive.
This series of intensely personal video diaries and blogs will live on momlogic.com, the Warner Bros. Women’s Digital Network, as well as branded Conception Diaries microsite. Additional editorial content focused on a wide variety of pregnancy-related topics will offer readers information, tools they can download and online community groups.
In addition, Conception Diaries features expert advice on pregnancy and pre-natal planning from momlogic.com OB/GYN Dr. Suzanne Gilberg Lenz and First Response® Conception Counsel member Dr. Peter Ahlering.
Lisa Black, General Manager, Warner Bros. Women’s Digital Brands says, “As we were creating the idea for momlogic.com’s Conception Diaries, we wanted this web series to be compelling to our target audience but also tailor this idea to fit the First Response® brand.” She continues, ” This branded integration highlights our dedication to provide the seamless combination of content and sponsorships to our site visitors. We are confident the partnership between momlogic.com and the makers of First Response® will strongly resonate with our target demographic and lends itself perfectly to an advertiser-friendly and organic integration.
As the premier destination for mothers online, momlogic.com serves up an honest, real and often humorous perspective, helping moms stay connected to each other and the world around them. In addition to posting topical, entertaining and relevant stories, the site features breaking news and how it affects the lives of mothers and their families in an ever-changing world.
Gillian Sheldon, Managing Editor of momlogic.com says, “This intimate series will give momlogic.com’s readers a real, no-holds-barred look at the ups and downs of trying to conceive. Through video and written entries, readers can connect with these women on a visceral level – sharing their tears and triumphs every step of the way. We are able to create a community that allows women to reach out and share their stories. This series will offer women a place to connect, get support, ask questions and share their innermost thoughts.”
First Response® has been empowering women with pregnancy-related answers for over 20 years, providing the necessary tools for letting women know if they are able to get pregnant, the best time to conceive, and early detection of pregnancy. “Pregnancy planning can be a very anxious time in a woman’s life as there are lots of questions, hopes and fears”, said Stacey Feldman, Vice President of Marketing on the First Response® brand at Church & Dwight, Co. Inc. “We are excited to be working with momlogic.com to empower these women with important information for their pregnancy journey.”
The Conception Diaries journey begins with the women meeting with First Response® Conception Council Expert Peter Ahlering, M.D, to ask questions and discuss their concerns about the process. Dr. Ahlering will introduce and explain the variety of First Response® products that the five women will be utilizing to help them conceive. The First Response® products available for the women participating in the Conception Diaries include:
First Response® Fertility Test for Women is an in-home test for women that answers the question of “Am I Able to Get Pregnant?” The test assesses a woman’s pregnancy potential by testing for the Follicle Stimulating Hormone (FSH) on day three of a woman’s menstrual cycle. The test results are over 95% accurate, and are ready to be read at 30 minutes.
First Response® Ovulation Kits identify the two days in a woman’s cycle she is most likely to conceive by detecting a surge in the Luteinizing Hormone (LH). The First Response Ovulation Test Kits are over 99% accurate in detecting this surge in urine, indicating that ovulation is likely to occur in the next 24-36 hours.
First Response® Pregnancy Test Kits use patented technology to produce results with over 99% accuracy on the day of the expected period. There are three versions of the First Response® Pregnancy Test Kits. First Response® Early Results detects the pregnancy hormone up to five days before the missed period, with results in easy-to-read lines (two pink lines if Pregnant and one pink line if Not Pregnant). First Response® Gold Digital uses a proprietary gold technology that detects the pregnancy hormone up to five days before the missed period with a decisive YES+ or –NO readout. First Response® Rapid Results detects the pregnancy hormone on the day of her missed period, quickly providing results within one minute of taking the test.
Throughout the eight-week series, these five women will document their emotional journey towards motherhood. From the exciting beginning stages, through potential challenges and frustrations, to a positive test, momlogic.com readers will watch along with them as they try to conceive. Below please find background information on the five women participating in the Conception Diaries.
ABOUT THE WOMEN:
Anh-Chi, Age: 26 (Sacramento, CA)
Married, No Children/Writer and Entrepreneur
Anh-Chi is trying to conceive her first child with her husband, who is in the U.S. Air Force.. Their family is scheduled to move out of state at the end of 2009 for 10 years. She had her IUD removed in December 2008 and is now ready to begin the conception process.
Wendy, Age 38 (Los Angeles, CA)
Married, No Children/Graduate Student
Wendy and her husband have been married for 19 years. Both of them grew up with parents who struggled financially, so they made a conscious choice to go to school and put their careers first. Their plan was to become extremely successful and financially stable before they had children. They have done everything in their power NOT to have children.
Korto, Age 30 (New York, NY)
Married with one child from a previous relationship/Student
Korto had her first child when she only 19 years old. She was a young single mother who struggled adjusting to motherhood at such a young age. She felt as though her life had come to a halt—she had to put aside her dreams of going to school and went to work to support herself and her child. After nearly three years of marriage, she has suddenly feels an overwhelming urge to have another child and is desperate to have a baby with her husband.
Meredith, Age 30 (Plantation, FL)
Married with an 11-year-old from a previous marriage/Communications Manager
Meredith is the mother of an 11-year old from a previous marriage and is desperately trying to conceive her second child with her new husband. They have been trying for seven months now, with no luck.
Absidi, Age 22 (Hawaii)
Married, No Children/Student
Absidi is trying to get pregnant for the first time. She has been trying for over a year with no success. Married to a soldier in the U.S. Army, Absidi is called “Military Base Mommy” by fellow soldiers’ wives. She hosts all the baby showers for her friends on base and is in the delivery room when the other base moms have their babies, especially if their husbands are deployed.
momlogic.com is part of the Warner Bros. Women’s Digital Network, comprised of several of Telepictures Productions’ popular daily syndicated television shows and websites, including “The Ellen DeGeneres Show,” “The Tyra Banks Show,” “The Bonnie Hunt Show,” and “Extra.” Reaching more than any other leading cable network for women, the Network connects with 27 million women a week. By specifically targeting the needs of the female audience, the Warner Bros. Women’s Digital Network taps into a wide community of diverse fans through broadcast programming and original online properties such as momlogic.com.
