Clearblue: Conceivinghood

A study on behalf of Clearblue found one in six couples trying to have children had struggled with fertility issues — and 40% believe that more resources or support would have helped them in the long run.

The online research was conducted as part of Clearblue’s Conceivinghood campaign. Over 1,000 Americans took part, all of whom had either conceived or tried to conceive a child within the last two years. According to the results, it takes five months of “trying” on average for these couples to successfully get pregnant.

Although 33% of survey respondents initially believed it would take them less than three months to get pregnant, almost 70% were already four or more months into trying at the time of the survey. Of those who took the survey, 15% said their experience so far had “been a struggle.”

The research explored what it’s really like trying to conceive and how it impacted couples. Many respondents were proactive about getting support; 90% of couples sought medical advice fairly early into the journey, after about four months of trying.

However, the average respondent had only told three to four people about their challenge with conception, most frequently their mother, best friend or sister. 32% of responders thought struggling to conceive is too awkward or uncomfortable to discuss with others, with 10% not having told anyone at all. More than 50% agreed that “the longer it took to conceive, the harder it was to answer people’s questions about our family plans.”

The Conceivinghood survey story generated over 70 pieces of earned media coverage, with over 6 million estimated coverage views and multiple links to the campaign landing page from news, health and lifestyle sites.

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