The Fashion Spot Momtastic

First Response Wants to "Get Britain Fertile"

The pregnancy test brand is warning women in the UK about their ticking biological clocks ... and not gently

A geriatric, pregnant woman. Wondering why this seems (strangely) familiar? You may remember this shocking New York Magazine cover. However, this time, the photo in question is actually an ad produced by pregnancy and ovulation test brand First Response, and instead of a glossy spread discussing the pros and cons of having children after 50, this is the brand's attempt to "Get Britain Fertile." How? By shocking women with a photo of an entirely too-elderly pregnant woman.

The pregnant woman depicted is actually non-pregnant British television news presenter Kate Garraway, a 45-year-old who has been aged about 30 years and is shown cradling a fake belly. Regardless, Garraway is a fitting spokesperson choice; she is mother to a 7-year-old and 3-year-old and has been open about her inability to conceive a third child at her age. Garraway told The Telegraph that she participated in the campaign because she "want[s] to alert women to start thinking about their fertility at a younger age than my generation did."

Mission accomplished. The image is definitely sparking a conversation around the topic, but is shaming women for delaying childbirth an effective way to do it? Many women report postponing having a baby until they are more financially prepared or find the right partner. On the other hand, there is definitely room for fertility education. A December 2012 study revealed that over half of women who needed IVF to become pregnant after age 40 were "shocked" that they need fertility treatments.

What do you think? Does this ad go too far or is it a good way to get women thinking about their biological clocks?

More on
For more photo controversy: Topless Painting of Angelina Jolie Post-Mastectomy Revealed
For more baby talk: Attached to Your Baby? There's a Workout for That
For more spokesperson wins (and fails): Best and Worst Beauty Brand Spokespeople


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