This commercial nails the right way to talk to someone struggling with infertility

It’s an understatement to say that struggling with infertility is incredibly isolating and stressful. When pregnancy test after pregnancy test comes up negative, there is nothing anyone can say or do that can actually make you feel better. What you want is frustratingly out of your control.

And all too often women and their partners go through this alone, which is what makes this new commercial from American Greeting company seem so revolutionary. This 90-second ad isn’t documenting a “Hallmark moment” of life’s most celebratory moments. Instead, it reveals the hope and the heartache of one couple who are having trouble conceiving, and it does so with the most poignant of images. Pregnancy tests thrown in the garbage can. Seconds ticking by in a doctor’s office. There is a desperate hug, a reassuring hand squeeze. A forced smile at a friend’s baby shower.

It’s hard to know how to best support someone who is going through this. And this commercial nails it. Sometimes, just saying you’ll be there for someone can make all the difference.

Read more: Infertility treatment guide The aftermath of infertility Infertility resources and support groups