Pregnancy test brands are willing to ignore one half of what their product does (announce ‘not pregnant’)
Currently, 45% of pregnancies and one third of births in England are unplanned or associated with feelings of ambivalence.
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For women all over the world, a negative pregnancy test is a relief, a triumph, even a lifeline. Clearblue will represent all results and reactions and stop ignoring negative results. A 23-year-old woman who has just landed her dream job is happy to have a negative result. A woman who just celebrated her 4th wedding anniversary is devastated by a negative result.