Warner Bros.’ year-old Momlogic.com on Apr. 28 will launch Conception Diaries, an original branded entertainment series that will chronicle five women from across the country–ranging from 22 to 38 years old–as they attempt to get pregnant.
Conception Diaries is scheduled to run at least 20-plus episodes during a planned eight-week run. In conjunction with the episodes, Momlogic.com will also launch a companion Conception microsite featuring personal video diaries and blog entries produced by the show’s subjects along with tips from family planning and conception experts, such as OB/GYN Dr. Suzanne Gilberg Lenz.
According to Lisa Black, general manager, Warner Bros. Women’s Digital Brands, the idea for the show bubbled up from the Momlogic community, which frequently discusses and debate on conception issues. And despite the potentially heartbreaking subject matter, she believes women who are in a similar life stage are likely to gravitate to Conception Diaries. “This issue is definitely emotionally charged, but our users are discussing it and asking for more information,” she said. “We really want to follow the journey. All these women have compelling stories.”
Momlogic has lined up First Response Pregnancy, Ovulation, and Fertility Tests as Conception Diaries’ core sponsor. In addition to typical pre-roll video spots and banners, First Response will be featured and discussed during select episodes of Diaries, said Black. Plus, at the outset of the series, each woman will also meet directly with Dr. Peter Ahlering, a conception specialist employed by First Response.