Early pregnancy brings joy, excitement, uncertainty, worry, ambivalence, and so many questions. It’s also the time when women's bodies are undergoing changes that are mostly invisible to the eye—but detectable to a test. Hence the main message of the campaign “Even if you aren’t showing on the outside, there’s a whole lot already showing on the inside.” This campaign turns the question “Am I showing yet?” around, reminding women that if you look in the right place, there is a lot to see.