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There’s an assumption that getting pregnant is a matter of time. Stop popping the pill and you’ll be popping one out. But that’s not the reality for a lot of people. The expectation of conception is causing harm to millions of (predominantly) women, who blame themselves if they ‘fail’ a pregnancy test. To accompany its ovulation tracking tech, Ragged Edge created a voice for Mylo that could educate, empathise, and get real about conception. In a category that’s either scientific or saccharine, Mylo delivers clinical smarts with emotional intelligence, tackling head-on just how trying trying can be.