NYLON brought First Response into the Gen-Z cultural zeitgeist by spotlighting why it’s the pregnancy test of choice. The campaign came to life through a multi-pronged approach, including the return of the iconic pink bathroom takeover at NYLON House during Art Basel and a woman-on-the-street-style video on the party grounds. Popular TV host, Kamie Crawford, engaged partygoers with fun, cheeky pregnancy-test questions — making noise for First Response and ensuring it’s top of mind when it matters most — while a product-focused, shoppable article extended the message online.

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