On Tuesday, fertility and pregnancy care brand Natalist released its At all times in Awe campaign, which celebrates women’s reproductive journeys from starting to finish. The brand, which was acquired by Everly Health in October 2021, provides products for all stages of reproduction including planning, fertility, pregnancy and postpartum. Its recent campaign goals to showcase the fantastic thing about all of those stages to consumers.

“We actually desired to create a campaign that challenged the established order when it got here to fertility and conception,” said Everly Health chief marketing officer and Natalist general manager Jen Dasho. When talking to women about motherhood, Dasho said the concept that “conceiving is synonymous with achieving” got here up quite a bit, and imagery of girls with pleased babies is commonly the one narrative represented. “There’s so far more to the ups and downs and so many more awe inspiring moments that get us through the journey,” she explained. This sentiment was the impetus for the campaign. 

The brand new campaign video is ready to a spoken poem and features imagery and videos of girls throughout different stages of their reproductive journeys — using ovulation kits, taking pregnancy tests, going into labor and holding babies postpartum.

After facing pushback from television networks, Natalist cut certain breastfeeding images and photographs of girls injecting IVF shots from the campaign to ensure that it to be featured on those networks, Dasho said.

Many female wellness products, reminiscent of vibrators and contraceptives, face promoting restrictions. The complete unedited version of the campaign video will likely be featured on Natalist’s YouTube channel. 

Together with the video campaign, which will likely be featured across digital and broadcast television and Natalist’s channels, the brand will roll out supplemental content across the reproductive journey and the “moments of awe” concept introduced within the video. Natalist can even partner with influencers and host live events on its social media channels to further the conversation around different stages of reproductive health. 

Dasho explained many ladies going through the reproductive journey don’t feel represented, a standard theme through the ladies’s health category. “Considered one of our biggest goals throughout this whole process is that we actually treated women and every stage of the reproductive journey with an incredible sense of importance and reverence,” she explained. “We actually wanted people to feel ready and seen and heard for when it’s their turn, once they’re able to make that step.”