This Ad Demonstrates The Very Real Struggle Many Parents Face To Get Pregnant

"Real life presents a range of experiences that don’t always fall on a calendar holiday or fit in a perfect box."

Infertility, a condition which causes abnormal functioning of the male or female reproductive system, affects more than 200,000 American couples every year. In fact, 1 in 8 couples have trouble getting pregnant or sustaining a pregnancy, according to the Centers for Disease Control and Prevention (CDC). For some, struggling to conceive comes along with feelings of anxiety, depression, frustration, and loneliness. 

In its latest ad, card producer American Greetings shines a light on this tough, and often under-discussed, issue. The commercial, which is titled "Not Alone," features a couple struggling to get pregnant. They're both disappointed by negative pregnancy tests, go to doctor appointments with high hopes, and hold each other as they let their emotions out. The woman carefully tracks her menstruation cycle and tries her best to be happy for her friend during her baby shower despite what she's going through


Another friend notices how hard this must be for the woman and, instead of ignoring the tough topic, she makes a supportive gesture. At a later date, she hands over a card letting her friend know she's there for her. 

The card reads, "I can't know what you're feeling ... but I'm here for you." In it, the woman's friend hand wrote, "Sarah, you're not alone. Love you, Alyce." 

You can watch the ad below. 

"Not Alone" is the latest installment of American Greetings's larger Give Meaning campaign.

"Give Meaning is a campaign that sets out to remind us to give meaning to the real people and moments in our lives that matter. Real life presents a range of experiences that don't always fall on a calendar holiday or fit in a perfect box, but they are totally deserving — sometimes even more so than set occasions — of acknowledgment. Infertility is one such experience," Alex Ho, the chief marketing officer of American Greetings, told Adweek

"Upon learning that one in eight couples struggle with infertility, we knew this topic was not only one that many people could relate to — whether personally or through friends and family members — it is also an emotional and oftentimes isolating topic that is especially deserving of support and acknowledgment.”

Ho revealed that the commercial was based on "an associate's real-life experience with infertility" and features a couple who is currently struggling with infertility themselves. 

"Our purpose is to make the world a more thoughtful and caring place, every single day," Ho continued. "If we can make just one person or couple struggling with infertility feel less alone in what they are going through, we will have achieved our goal in bringing this worthy, human topic forward."

The ad's importance is two-fold. It brings awareness to the very real struggles many couples face when it comes to trying to conceive, but it also highlights the importance of offering support to loved ones in that position. While infertility can be an uncomfortable topic to discuss, simply letting a friend know you're there for them can mean more than you think. 

"A card is just a card. But in the right moment, it can mean everything," the ad concludes. 

(H/T: Adweek


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