IDENTIGENE Launches New National Television Advertising Campaign

IDENTIGENE launched a new national television advertising campaign to increase public awareness of DNA paternity tests and their availability in drugstores and super centers. The fifteen-second national cable TV spots center on the theme, ‘Paternity Questions?  We Can Help’. You can watch one of them here.

IDENTIGENE is seeing results of the awareness campaign on social media sites like Twitter. Tweets reflect a common theme: Consumers are surprised to learn that DNA paternity testing is so easily available at the corner drugstore or super center.  Four years after DNA testing first appeared nationwide on drugstore shelves, the company says there is a long way to go in terms of educating the general public.  The national TV campaign is a first, and an attempt to close the knowledge gap.

Steve Smith, Executive Director of IDENTIGENE says, ‘Television is great way to increase awareness.  So many people associate DNA paternity tests with TV talk shows. But we want to let people know that IDENTIGENE offers a private, affordable way to get accurate DNA paternity test results.’

The newly-released ad campaign highlights three separate, but important parts to a puzzle – mother, father and child. Each commercial begins with an incomplete puzzle board and then finishes with an intact family. IDENTIGENE understands that paternity answers are not a cure-all, yet research shows that children who can identify their biological father are less likely to engage in criminal activity, live in poverty and suffer from abuse or neglect.  While the retail kit is for a simple DNA paternity test, IDENTIGENE also offers more advanced services such as Family Reconstruction.  If the biological father is deceased or unavailable, Family Reconstruction helps determine paternity based on testing the DNA of other family members.

IDENTIGENE offers a variety of DNA testing not mentioned in the commercials. For example, a maternity test confirms the identity of an adopted person’s biological mother, an avuncular test identifies aunts and uncles, and a sibling test reveals the truth about brothers and sisters.  DNA testing for immigration is also an important service.