How Three Women Prioritized Their Mental Health While Trying to Conceive

"I lost myself," Joanne recalls, reflecting on her seven-year struggle to conceive. Like many women, what she once believed would be a joyful journey to motherhood turned into an exhausting battle with infertility, marked by endless clinic visits and mounting emotional strain. In Canada, one in six women face this same difficult reality—transforming what should be a natural process into a deeply challenging experience. For many, the emotional toll of infertility is comparable to enduring a serious illness, making the need for support and self-compassion crucial.

That’s why First Response is recognizing this struggle with its recent ad campaign. The pregnancy test kit makers understand that the journey to conception isn’t always a happy one. The new ad follows a woman through her day after a disappointing negative pregnancy test. Unlike typical pregnancy test ads that focus on joy, this campaign highlights the emotional and often challenging journey of women trying to conceive. It also shows the strength and resilience of women who face fertility issues.

Joanne, a property manager from Toronto, can relate. She eventually had her son but admits the process consumed her. “When you’re constantly monitoring, visiting clinics, and hoping for positive news, it can consume your whole identity. I had to remind myself that I was more than my fertility treatments, but that’s a difficult place to get to.” Despite the emotional strain, Joanne found strength through the support of her workplace and family, though she often felt isolated from friends who were already raising their own families.

Building your support network

According to Toronto-based psychotherapist Sarah Young, who went through fertility treatment herself and specializes in fertility support, it’s important for people undergoing treatment to communicate clearly with their networks. “Create a simple communication system with loved ones—use a thumbs-up or thumbs-down text to check if someone wants to talk that day,” she says. Young also emphasizes the importance of clear, direct communication: "Finding language that works for you and your partner or friends is key to getting the kind of support you actually need."

Many women find online communities and close friends who have gone through similar experiences to be helpful sources of solidarity. First Response has partnered with Fertility Matters, a national charity dedicated to providing fertility support, awareness, and advocacy. Whether you’re starting fertility treatments or seeking emotional support, Fertility Matters connects you with valuable resources and support groups across the country.

Young encourages self-compassion, too: “Your emotions will shift from moment to moment, and that’s okay. Be kind to yourself during this time. Give yourself permission to feel everything.”

The emotional waves of treatment

For many women, the rollercoaster of fertility treatments can be relentless. Lee-Anne, a vice principal in Toronto, endured three miscarriages and multiple rounds of treatment. Her journey was both physically and emotionally taxing. “At one point, they couldn’t find a vein in my arms anymore and had to take blood from my feet because of all the bruising,” she remembers.

"It’s normal to feel disconnected from your body or frustrated by its limitations," says Young, who sees many women dealing with these emotional highs and lows. “Allow yourself to experience the full range of emotions. Don’t feel pressured to stay positive all the time—it’s okay to feel everything.”

It can be comforting to know that you’re not alone. First Response has started a resource page to support and host podcasts, including those from host Emily Getz, a fertility coach and First Response partner. Getz and her guests share their insights on navigating the emotional complexities of infertility to help break stigmas and normalize these conversations.

Prioritize self-care

The all-consuming nature of fertility treatments can make it easy to lose track of self-care. For Joanne, it became essential to carve out time for herself, while Lee-Anne created a “bubble” of self-care, avoiding certain social situations that could be triggering, like being around babies.

"Find moments of pleasure in your day, no matter how small. Whether it’s eating a favourite meal, getting outside for a walk, or indulging in a guilty pleasure—make time for yourself."

Support on your trying-to-conceive (TTC) journey

Fertility treatments can be overwhelming, but you don't have to do it alone. First Response offers a range of resources and support to help.

Fertility Matters Canada Partnership

First Response proudly partners with this national charity dedicated to providing fertility support, awareness, and advocacy.

• Find a support group in your province: Connect with others facing fertility challenges, in-person or virtually in Ontario, Alberta, British Columbia, and more.
• Fertility in Focus Podcast: Listen to interviews and heartfelt conversations with fertility experts and advocates, hosted by Carolynn Dubé, Executive Director of Fertility Matters Canada.

Day 1 Fertility Support Network

• First Response collaborates with fertility coach and advocate Emily Getz, founder of the Day 1 Fertility support network. Her Day 1 Podcast and blog share advice and stories from those who understand the fertility journey.

Ovulation & Pregnancy Testing Guidance

• Understanding your cycle is key when trying to conceive. First Response offers ovulation and pregnancy tests with over 99% accuracy* giving you the confidence to move forward on your journey. *Early Result and Digital Tests are over 99%* accurate from the day of your expected period

For more resources and support, visit First Response.