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19th May 2021

We don’t know how to feel about Jennifer Love Hewitt’s pregnancy announcement being sponsored by Clearblue

Laura Grainger

Jennifer love hewitt pregnant

It’s not just confirmed, it’s #ClearblueConfirmed

Jennifer Love Hewitt is expecting her third child with husband Brian Hallisay.

Great news, of course, but this wasn’t your typical pregnancy announcement.

The actress took to Instagram to share the news in a post… sponsored by Clearblue.

She uploaded a selfie holding up a positive Clearblue test, writing, “Oh baby! We have another one on the way. So excited to finally share this news with all of you.

“Thank you @clearblue for being part of our journey and giving us a platform to share this news! #ClearbluePartner #ClearblueConfirmed.”

We’ve seen sponsored posts for all sorts (anyone remember Kim K’s appetite-suppressing lollipop one?!) and given what a huge role they play in celebrity/influencer income, they shouldn’t seem so out of place by now. But there’s still just something odd about seeing something as special as a pregnancy announcement being corporate-sponsored.

On the other hand, the financial benefits of sponsored pregnancy announcements mark a change from the loss of income women are often faced with when becoming mothers. Though only a privileged handful of people are able to monetise their pregnancies, it’s still a subversion of how pregnancy and motherhood can jeopardise women’s careers.

This isn’t the first time Clearblue have sponsored a celebrity pregnancy. Malika Haqq, best friend of Khloe Kardashian, announced her 2019 pregnancy through the brand.

2015 also saw Audrina Patridge of the Hills and Tamera Mowry make Clearblue-sponsored announcements, prompting Chrissy Teigen to write in a since-deleted Tweet, “How much money does Clearblue pay celebs to instagram their piss sticks this seems lucrative”.

Regardless of our mixed feelings on the brand deal, Jennifer’s post was a great promotion for March of Dimes, a non-profit that works to improve the health and wellbeing of mothers and babies.

“As part of this exciting moment, I want to help raise awareness for Clearblue partner @marchofdimes and their #ItStartsWithMom campaign – which helps provide moms and soon-to-be moms with resources and information on all topics ranging from getting ready to be a mom to maternal mental health and wellness.

“I encourage you to check out their website and Instagram to see how you can help support women to feel better prepared for pregnancy and what’s to come.”