In Italy, tissue brand Tempo has developed a pregnancy test that lets men find out their partner is pregnant first, and be the one to break the news.
The project was conceived by agency DLV BBDO in Milan as a way of making Tempo more relevant to today's consumers, after it found the 80-year-old brand was more associated with illness and hygiene rather than with happy moments.
Tempo's research showed that the moment a woman finds out she's pregnant is a rather solitary experience -- only 28% of women discover the news in the presence of their partners, whereas men get to hear the news all in sorts of different ways. So, the "pregnancy test for men" sends the result of the test to an app which alerts the man first, rather than showing the woman the result.
According to the agency, the project has stirred up a national debate, with some conservatives and feminists attacking the idea and national press such as La Repubblica discussing it.