Pregnancy test advertising usually focuses on the joy of a positive result. But for 1 in 6 Canadians trying to conceive, the journey is often filled with quiet heartbreak.

“Put on a Smile” from First Response exposed the emotional reality behind the “Trying To Conceive” experience, capturing the pressure many women feel to stay hopeful while navigating disappointment. Built from real conversations and supported by expert resources, the campaign helped shift the category toward empathy and honesty.

The result: +9.4 in Standard Ad Recall, +14.8 in Unaided Brand Awareness, and +5.7 in Familiarity, significantly outperforming industry benchmarks and proving that a more honest approach drove stronger connection.