Market Overview

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 supercenters. The fifteen-second national cable TV spots center on the theme “Paternity Questions. We Can Help”.

Salt Lake City, Utah (PRWEB) November 09, 2012

Identigene launched a new national television advertising campaign to increase public awareness of DNA paternity tests and their availability in drugstores and supercenters. The fifteen-second national cable TV spots center on the theme “Paternity Questions. We Can Help”.

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 supercenter. 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. We want to let people know that Identigene offers a private, affordable way to get 100% accurate DNA paternity test results.” Part of the awareness push is an online resource library, housing a variety of brief videos that answer many common questions about paternity testing. To view the videos, go to http://www.dnatesting.com/dna-test-resources/video-library.

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 commercial. 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.

About Identigene
Identigene is a global leader in DNA paternity testing, providing both personal and legal paternity tests, as well as grandparent, sibling and other relationship tests. Identigene is the only paternity test kit available on the retail shelf, and can be purchased in nearly 25,000 drugstores and supercenters nationwide. Identigene is one of the most highly accredited laboratories in the world and the oldest fully-accredited laboratory in the world.

Identigene is a privately-held, wholly-owned subsidiary of Sorenson Genomics. Sorenson is a world leader in human genomics, forensics DNA testing, population genetics and DNA research.
Visit http://www.DNAtesting.com for industry-leading resources including how-to videos, a store locator, product reviews and a blog dedicated to current issues in DNA and paternity testing. Connect with Identigene on Facebook at http://www.facebook.com/identigene or follow the company on Twitter at @Identigene.

For the original version on PRWeb visit: http://www.prweb.com/releases/prwebIdentigenetv/advertising/prweb10116474.htm

 

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