Elevit: All For That First Hello

In a society where ultrasound rooms are generally off-limits to would-be fathers, the pregnancy journey for women can sometimes be lonelier than it already is. It doesn't help that this makes Chinese fathers feel helpless and removed from what their wives are experiencing. A new campaign by J. Walter Thompson Shanghai for Elevit, a pregnancy multivitamin and mineral supplement, helped bring three real-life couples closer together, reinforcing the notion that planning a baby is a shared journey and why early protection is important for healthy baby development. A content film titled "All For That First Hello" examines the heightened emotions that expecting couples grapple with during pregnancy. One aspect is how women worry about their partners being away all the time. Plus, with Chinese society becoming less traditional and expectations on fathers changing, the men also worry about missing precious moments. Yet the reality of work and travel often get in the way.