First Response

THE CHALLENGE:

Deliver a content experience that aligns with a woman’s psychological state.

THE SOLUTION:

Curation of a multi-format content experience for First Response’s new Bluetooth-enabled pregnancy test and companion app. App delivers appropriate content based on the intersection of a woman’s desire to be pregnant (hopeful positive, hopeful negative, hopeful neutral) and her pregnancy test result (positive, negative).

SERVICES PROVIDED:

• Licensed content: articles, videos, recipes and quizzes
• Custom-tagging of content to ensure information was delivered to the appropriate, segmented user, based on her identified state
• Custom adaptation and editing for use of the content in Canada and the UK
• Regulatory review support and editing