First Test theme · 19 concepts (designer picks 15 for the batch)
Built for the next batch of paid statics. Theme: "the first test of your child’s life", the blood lead screen at 12–18 months, the test that quietly sets the score for every test that comes after. Keep it uplifting. Keep the equation simple: Kits / Kids. Pitch line for any concept that needs a one-liner founder voice: "I read 100 lead-research papers so you don’t have to. The protocol and the kit are what I built from them." Every claim in this brief is grounded in the Research Bank below. Render at 1:1, 4:5, 9:16, and 1.91:1 unless the concept calls for a specific ratio. All copy below is final. Do not paraphrase.
For Corey · how to use this brief
Hey Corey. Here's the easy way to navigate this.
35 ad concepts in this batch. Five universal (work for any audience) + three funnels (5 concepts × 2 variants per funnel = 30 funnel-specific). Pick the lane. Pick the variant. Build the static.
Hook (what it's doing) · Visual (what to design) · Headline (use verbatim, do not paraphrase) · Sub · CTA · Citation tag · Sizing · Inline mockup showing the layout. The mockup on the right of each block is a visual sketch, not a final asset. You build the polished version.
Hard rules (Eric's)
1. No em-dashes. Use periods, commas, parentheses. 2. No medical claims. "Detects surface-reactive lead pigment." Never "diagnose" or "treat." 3. EPA wording: "Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206" — never the standalone "EPA-approved." 4. No competitor names (Lumetallix, Lead Safe Mama). 5. Inter / Inter Tight only. Free via Google Fonts.
Citation tags ([R#] [P#] [A-X])
Each concept that uses a stat or quote tags its source. Full source list is in the Research Bank and Press Bank below. Embed the small tag in the corner of any research-backed static for credibility.
Where to find the real glow footage
For any concept showing FluoroSpec actually working (especially C3 "this is what lead looks like"), pull from glow peak frame / 4s clip (16–20s segment). Do not generate the glow with AI — it has to be real footage.
Pre-sourced doctor scene (for U05)
For U05 "100 reasons to test your house", the LEFT panel of the two-panel split is already cast and shot. Use this still (money shot · dad's hand to face) or this wide. The frames have a baked-in green text overlay on the right — Photoshop generative-fill it out, or just use the clean left 2/3 of the frame. Full spec is in the U05 block below. Need different timestamps? Grab the 18-second 1080p source MP4 directly.
Questions? Text Eric. The brief is the source of truth, but the locked headlines (marked LOCKED in the spec) are the only ones that can't be tweaked. Variants A vs B per concept exist so you can split-test on Meta.
The FluoroSpec pouch sits at the bottom, partly cut off, with kit items emerging upward through the dark. This composition feels native and product-led without being cluttered. Use these as-is, or remix the raw assets below into your own bag-series ads.
Background-removed and isolated. Stack the bag at the bottom, drop in a flashlight or dropper, or layer them however you want. These are the same elements I used to build the bag series above.
Two folders: full ad mockups (1080×1350, brand-locked) and chart-only versions (1600×1000, transparent on cream variants). Right-click → save. Use mockups as reference for layout/CTA, charts-only as drop-in elements for your own designs. Mix is fine.
#0A0A0A ink#B5FF00 lime#3D8A00 lime-deep#F4EFE4 cream#FF6600 ember (sparingly)
Typography (UPDATED)
Inter Tight 900 — headlines
Inter 400/600/800 — body, kickers, CTAs
Free via Google Fonts. Same family used by Linear, Vercel, Anthropic, OpenAI. Premium upgrade path: GT America or Söhne.
Compliance
"Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206" — never the standalone "EPA-approved." Detects surface-reactive lead pigment. No medical claims. No before/after BLL. No competitor brand callouts.
CTA wording
Primary: "Start with Step 1" · "Get the Full Kit · $75" · "Open the protocol" · "Open the lookup" Landing URL: detectlead.com/first-test
Methodology note on the "thousands of IQ points kept" stat
The number is a modeled estimate, not a measurement. Math: 2,100+ FluoroSpec kits sold since 2024 → ~50% of households find at least one removable lead source (conservative — pre-1978 housing prevalence is >30M U.S. units alone) → each removed source prevents an estimated 2–3 IQ points of cognitive deficit per Canfield 2003 / Lanphear 2005 dose-response curves at borderline 3–5 µg/dL. Range: ~2,100 (lowball, 1 IQ pt × 50%) to ~6,300 (high, 3 IQ pts × 100%). Recommended ad copy: "thousands of IQ points kept" (defensible) or "~3,000+ IQ points modeled saved" (specific). Do not say "6,300" without the "approximately" prefix and a methodology footnote.
Research bank · cite by [R#] in any concept
The studies behind every claim in this brief.
The protocol and the statics are built on these. Every concept below references one or more of these by tag. Every citation has been independently verified against PubMed and Crossref — the audit lives in the internal research bank — Eric can send the audit file via Drive on request.
[A-CDC]
CDC: "No safe level of lead in children."
Centers for Disease Control. Blood lead reference value updated to 3.5 µg/dL in 2021, with explicit guidance that no level of lead in a child’s blood is considered safe.
Intellectual impairment in children with blood lead concentrations below 10 µg/dL. The foundational dose-response paper. Steep IQ decline at lowest exposures.
PMID 12700371 · NEJM 348:1517–1526
[R2]
Lanphear EHP 2005 — Pooled dose-response
1,333-child international pooled analysis. ~1 IQ point lost per 2.4 µg/dL. The slope is steepest below 10.
PMID 16002379 · Environ Health Perspect 113:894–899
[R3]
Wehby JAMA Network Open 2021 — The gap doesn’t close
305,000 Iowa children, serial BLL through 11th grade. Score gap from early lead exposure same size at grade 2 and grade 11.
DOI 10.1001/jamanetworkopen.2021.12952
[R4]
Boyle SOTE 2021 — $46B/yr lifetime earnings
Per-IQ-point earnings estimates applied to 12 years of NHANES data. $46B/yr lost in U.S. lifetime earnings, 74% at "safe" BLL.
DOI 10.1016/j.scitotenv.2020.144063
[R5]
Wang Alzheimer’s & Dementia 2026 — Bone lead → dementia
Bone lead is a strong predictor of late-life dementia even when current blood lead is undetectable. ~90% of toddler lead deposits in the growing skeleton.
PMID 41676992 · DOI 10.1002/alz.71075
[R6]
Lanphear Lancet Public Health 2018 — CV mortality
Low-level lead exposure and mortality in U.S. adults. ~412,000 deaths/yr attributable to lead.
PMID 29544878 · DOI 10.1016/S2468-2667(18)30025-2
[R7]
Reuben JAMA 2020 — Brain MRI structural integrity
Childhood lead exposure associated with measurable differences in midlife brain structure on MRI.
PMID 33201203 · JAMA 324(19):1970–1979
[R8]
Reuben JAMA Psychiatry 2019 — Personality + mental health
Childhood lead exposure associated with adult personality differences and lifelong mental health risk.
PMID 30673063
[R9]
Bellinger Pediatrics 2004 — Lead toxicology overview
Foundational pediatric review of lead neurotoxicity. Standard reference for the "no safe level" position.
PMID 15060194
[R10]
Reyes BE J Econ Anal Policy 2007 — Lead → crime
Childhood lead exposure as predictor of adult criminal behavior. One of the most robust econometric findings on lead.
Systematic review confirming early lead exposure as one of the strongest measurable predictors of adult criminal behavior.
From DetectLead Research Brief R-1.02
[R12]
McFarland NHANES + Census — 824 million IQ points lost
Cohort × NHANES merge. Aggregate U.S. IQ loss attributable to childhood lead exposure since the 1950s estimated at 824 million points. Near 100% of Americans born 1951–1980 had meaningful childhood lead exposure.
From DetectLead Research Brief R-1.01
[R13]
Needleman + Bellinger rebuttals — Lead industry attacks
Methodological defense of the Needleman IQ research the lead industry attacked for 40 years. Three meta-analyses, animal data, and decades of human studies converge.
From DetectLead Research Brief R-1.04
[R14]
Holtus et al. 2018 — The Dutch fluorescence research
Original perovskite-fluorescence chemistry from the Netherlands research team. The science FluoroSpec was built on, with substantial improvements.
Six peer-reviewed papers cited in FluoroSpec EPA registration TSCA Sec 5 LVE L-25-0206
[R15]
2024 Global Lead Exposure Review — 800M+ children today
"Lead exposure remains a major global public health concern, with hundreds of millions of children currently exposed above reference thresholds." Sources have shifted from gasoline to paint dust, soil, spices, cookware. Different mechanisms, same outcome.
From DetectLead Research Brief R-1.07
More citations (Navas-Acien renal, Grosse economic, Reuben personality, Power dementia, Grandjean & Landrigan neurotoxicants) in the full audit (Eric can send via Drive on request).
Press bank · cite by [P#] in any concept
Major news coverage you can quote.
"As reported in" framing carries different authority than peer-reviewed citations — it lands faster for parents who don’t read journals. Pair these with the [R#] research bank above for max credibility stack.
[P1]
Reuters — "Unsafe at Any Level" (2016–17)
Pell & Schneyer multi-part investigation. Identified 3,810 U.S. neighborhoods with lead-poisoning rates more than double Flint’s. Pulitzer finalist series.
Mother Jones — "America’s Real Criminal Element: Lead" (2013)
Kevin Drum’s landmark synthesis of the lead-crime hypothesis. Argued lead exposure is the single strongest factor in the 20th-century crime decline. One of the most-cited public-facing lead pieces ever.
Long-running investigative coverage of Flint, lead service lines nationwide, and pediatric exposure. The paper of record on the modern lead conversation.
nytimes.com/topic/subject/lead-poisoning
[P4]
The Atlantic — lead exposure features
"Lead poisoning is one of the most common preventable childhood diseases" and similar features. Trusted long-form home for parent-facing public-health writing.
Long-form investigative reporting on lead in housing, soil, and consumer goods. Strong on accountability journalism around lead-exposure policy failures.
propublica.org/series/toxic-toll
[P6]
Washington Post — lead pipes + Flint coverage
National lead-pipe inventory reporting and Flint follow-up. Also: the EPA’s 2024 Lead and Copper Rule revisions covered in depth.
washingtonpost.com/health/lead-pipes/
[P7]
NPR — lead in baby food (Sept 2021 House subcommittee)
National coverage of the U.S. House Subcommittee report finding heavy metals (lead, arsenic, cadmium, mercury) in major baby food brands. The reason California passed AB 899.
Run these as evergreen background. They do not target a specific funnel — they target anyone who hasn't bought yet.
U01
Kits / Kids · the equation
Universal · math metaphor
Hook
Simplest possible math. One kit per kid. The first test is the only one you can still influence.
Visual
Vertical fraction at canvas center. Numerator: KITS in Inter Tight 900, lime-bright. Divider: lime-bright bar 4 to 6 px. Denominator: KIDS in Inter Tight 900, white. Black background. Premium minimal.
Headline (verbatim)
"Simple math. Help them pass the first test."
CTA
"Start with Step 1 →"
Sizing
1:1 primary, 4:5 + 9:16 secondary.
Universal
KITSKIDS
detectlead.comStart →
U02
CDC: "No safe blood lead level in children"
Universal · authority quote
Hook
Direct CDC quote. The agency that sets the line at 3.5 also says no number is safe. Use this as the highest-authority ad in the rotation.
Visual
Cream background. Single oversized quote in Inter Tight 900, lime-bright accent on "no safe level." Below: small CDC source line.
Headline (verbatim)
"There is no safe blood lead level in children." — CDC
Sub
The same agency that sets the line at 3.5 µg/dL says no number is safe. You get one shot to influence what they carry.
Maximum Contaminant Level Goal for lead in U.S. drinking water is literally zero. Most parents have never heard this.
Visual
Black background. Big "0" in Inter Tight 900, lime-bright, ~60% of canvas height. Below: "EPA Maximum Contaminant Level Goal · Lead in drinking water."
Headline (verbatim)
"The EPA's safe limit for lead in drinking water is zero."
Sub
The EPA set it at zero because no level is actually safe. Step 5 covers your tap in 60 seconds.
CTA
"See Step 5 →"
Citation
[A-EPA]
EPA
0
EPA SAFE LIMIT · LEAD IN DRINKING WATER
NO SAFE LEVEL DETERMINEDStep 5 →
U04
824 million U.S. IQ points already lost (McFarland)
Universal · scroll-stopper stat
Hook
Aggregate cognitive damage from American lead exposure. Real research, citable, scroll-stopping.
Visual
Black background. Hero stat in Inter Tight 900, ember red: "824 million". Below: "U.S. IQ POINTS ALREADY LOST TO LEAD." Bottom: "Your kid doesn't have to be on this list."
Headline (verbatim)
"824 million American IQ points already lost to lead. Your kid doesn't have to be on this list."
Sub
Almost every American born between 1951 and 1980 took some hit. The gas is gone but the lead in old paint, dust, and dishes is not.
CTA
"Start with Step 1 →"
Citation
[R12] McFarland NHANES × Census aggregate IQ loss estimate
McFarland NHANES × Census
824M
U.S. IQ POINTS ALREADY LOST
Your kid doesn't have to be on this list.
R-1.01 · 1951–1980 cohortsStep 1 →
U05
100 reasons · founder pitch
Universal · founder voice
Hook
Reframe the brand as proactive vs reactive. Test your environment, don't wait for your child to test it for you.
Visual
Two-panel split, side by side, same canvas. LEFT: any pediatric visit moment (kid on exam table, doctor with stethoscope, waiting room). Quiet, soft focus. Caption mono: "DOCTOR · REACTIVE." RIGHT: parent's hand applying FluoroSpec drip to a painted windowsill, green glow under UV. Caption: "YOU · BEFORE." Headline runs across the top of both panels. Eric already has the perfect footage for the LEFT panel — see Image source below.
Image source
Use this footage for the LEFT panel. The money shot is this still — daughter on the teal exam bench in the foreground (flat expression, eyes on camera), doctor at the computer mid-bad-news, dad's hand going to his face in the back-right. Alternate establishing wide: this still. Heads up: the source clip has a green "Lead Poisoning Is 100% preventable" text box baked into the frame on the right. Photoshop generative-fill it out (5-second job, it's a solid green block) or just use the clean left 2/3. The full 18-second 4K source MP4 is at the source mp4 (1080p, 18s) — or grab from these timestamps: 2.0s, 5.5s, 7.5s if you want different timestamps — Eric can send via Drive on request. The RIGHT panel should be real FluoroSpec footage from peak glow frame or 4s clip (16-20s segment, locked to painted decoration shapes only, no AI-generated glow).
Headline (verbatim)
"100 reasons to test your house. Not wait for the doctor to test your kid."
Sub
I read 100 lead-research papers and built the kit I wished existed. Find the lead in your house before the doctor finds it in your kid. — Eric, founder
CTA
"Get the Full Kit · $75 →"
Citation
[R1] [R2] [R3] [R4] [R7] [R8] (the research bank)
Founder pitch
100
REASONS TO TEST YOUR HOUSE
→
1 doctor test
REACTIVE · TOO LATE
— Eric, founderGet Kit →
Funnel A · First Test (10 concepts · 2 variants each)
The pediatrician says "borderline." You want a number you can do something with. Here's the math no one shows you: 6.3 SAT points lost per IQ point, mapped to blood lead.
Visual
Clean line chart on cream background. X-axis: 5, 10, 15, 20 µg/dL. Y-axis: SAT points lost. Line drops from 30 to 60 to 90 to 125. One ember dot pulsing at 5 µg/dL with the label "borderline."
Headline (verbatim)
"Each microgram of lead costs SAT points."
Sub
5 µg/dL is around 30 points. 10 is closer to 60. The CDC says there is no safe level. Test your house before the next blood draw.
5 µg/dL is roughly 30 SAT points. CDC: no safe level. Find the source before the next blood draw.
Find the source · $50 kit →
A1.v2
SAT chart trajectory · headline variant 2 (dark)
First Test · trajectory chart
Hook
Most parents think SAT prep starts in 9th grade. The dose-response curve says it starts at age 2. Show them the slope.
Visual
Dark ink background. Lime line plotting SAT points lost vs blood lead level. Bigger, bolder, more dramatic. The line plummets. One ember marker at "your kid's borderline" with an arrow.
Headline (verbatim)
"5 µg/dL is 30 SAT points. Quietly."
Sub
The doctor calls it borderline. The math calls it a third of a tutor's worth of points, gone before kindergarten. Test the house, not just the kid.
Frey & Detterman 2004 · Lanphear 2005. The gap doesn't close on its own (Wehby JAMA 2021).
Get the kit · $50 →
A2.v1
SAT cheat-code · "without cheating"
First Test · cheat-code framing
Hook
Tutors run $80 to $200 an hour. The kit is $50, one time. The "trick" is removing what's already pulling the score down.
Visual
Lime background, ink type. Bold display headline. Below, a small comparison: "Tutor: $4,800 / 20 sessions" vs "Kit: $50 / once." Mono kicker on top: "PARENT HACK · LEGAL."
Headline (verbatim)
"The only way to add SAT points without cheating."
Sub
Lead pulls 6.3 SAT points off the score per IQ point lost. You can't tutor the lead out. You can find it and stop it.
CTA
$50 kit. 20 minutes.
Citation
[R2] Lanphear, [R3] Wehby, Frey & Detterman 2004
Sizing
1:1, 4:5, 9:16
The only way to add SAT points without cheating.
TUTOR
$4,800
20 sessions, ~80 SAT pts
KIT
$50
once. 20 min. ~30-90 pts protected.
You can't tutor the lead out. You can find it and stop it.
Get the kit →
A2.v2
SAT cheat-code · "without a tutor"
First Test · cheat-code framing
Hook
Same idea, second swing. Lean into the dollar comparison. Add the mental health line so it's not just academic.
Visual
Cream background, ink type, lime accents. Big stat: "30 to 100 SAT points." Below, three small chips: ADHD risk · Anxiety risk · Depression risk. Then the tutor comparison line.
Headline (verbatim)
"30 to 100 SAT points. Without a tutor."
Sub
Lead doesn't just hit IQ. It changes personality, attention, mood (Reuben JAMA 2019). A $50 kit and 20 minutes is the smallest lever with the longest arm.
Tutor: ~$4,800 for 20 pts. Kit: $50 for the source.
You can't tutor lead out of a frontal lobe. Find the source first.
Order the kit · $50 →
A3.v1
$50 / 20 min / mental health · headline lock
First Test · highest-leverage 20 min
Hook
Parents spend hours on car-seat reviews and crib mattresses. The Reuben papers say lead at age 2 reshapes personality and brain structure decades later. This is the 20 minutes.
Visual
Cream background. Type-driven. Big headline. Below, a 3-line stack: "$50." "20 minutes." "Once." Each on its own line. Tiny ember dot at the end of each line.
Headline (verbatim)
"$50 and 20 minutes might protect your kid for life from depression, anxiety, and ADHD."
Sub
The single highest-leverage 20 minutes of parenting you'll ever do. Reuben JAMA 2019 + 2020 traced lead exposure at age 11 to personality and brain structure at 45. You catch it now or you don't.
$50 and 20 minutes might protect your kid for life from depression, anxiety, and ADHD.
$50.
20 minutes.
Once.
The single highest-leverage 20 minutes of parenting you'll ever do. Reuben JAMA 2019 / 2020.
Get the kit →
A3.v2
$50 / 20 min · checklist contrast
First Test · highest-leverage 20 min
Hook
Reframe through what parents already do. Most of the safety checklist is small wins. This one is the big one and almost nobody runs it.
Visual
Dark ink background, lime accents. A faux to-do checklist: "car seat ✓ · crib mattress ✓ · outlet covers ✓ · paint test in pre-1978 home ◯". The unchecked one is the punchline. Headline above.
Headline (verbatim)
"The 20 minutes nobody puts on the baby checklist."
Sub
$50 kit. 20 minutes. The Reuben papers say catching lead before age 6 is what protects mood, attention, and brain structure decades later.
CTA
Add to checklist.
Citation
[R7] Reuben MRI, [R8] Reuben personality
Sizing
1:1, 4:5, 9:16
The 20 minutes nobody puts on the baby checklist.
✓ Car seat installed
✓ Crib mattress (firm)
✓ Outlet covers
✓ Cabinet locks
Paint test in pre-1978 home
$50. 20 minutes. The Reuben papers traced lead at age 11 to personality and brain structure at 45.
Add to checklist →
A4.v1
Cognitive trajectory · rising arc through milestones
First Test · trajectory arc
Hook
Parents think of childhood as discrete milestones. Show it as one rising line that gets locked in at age 2. The arrow at the start is the leverage point.
Visual
Cream background. A rising arc from bottom-left to top-right. Six stops on the arc: KINDERGARTEN, 3RD GRADE, SAT, COLLEGE, CAREER, CLEAN COGNITION 70+. One ember arrow pointing at the start of the curve, labeled "WHAT YOU DO HERE."
Headline (verbatim)
"Their cognitive trajectory starts at the kitchen table."
Sub
Every milestone after age 2 inherits what age 2 set. Find the lead source in the house before the first blood draw locks it in.
CTA
Test the house. $50.
Citation
[R1] Canfield, [R2] Lanphear, [R5] Wang dementia, [R7] Reuben
Sizing
4:5, 1:1, 9:16
Their cognitive trajectory starts at the kitchen table.
Every milestone inherits the one before it. Age 2 is the cheapest leverage point you'll ever have.
Test the house · $50 →
A4.v2
Cognitive trajectory · IQ in the bank, two scenarios
First Test · trajectory arc
Hook
Same idea, different chart. Two lines on one graph. They start together at age 2 and then split. One stays high. One drops. The viewer picks which line.
Visual
Dark ink background. Two lines: top line lime ("clean"), bottom line ember ("lead-exposed"). Both start at the same point at age 2 and diverge. Y-axis: IQ points "in the bank." X-axis: age 2 → adulthood.
Headline (verbatim)
"IQ points are deposited at age 2."
Sub
What age 2 deposits, the rest of life withdraws from. Lead skims the deposit. Find the source in the house before the next blood draw.
CTA
Find the source. $50.
Citation
[R1] Canfield, [R2] Lanphear, [R3] Wehby, [R12] McFarland 824M IQ pts lost
Sizing
4:5, 1:1, 9:16
IQ points are deposited at age 2.
Wehby JAMA 2021: the gap doesn't close. McFarland: 824M U.S. IQ points lost to lead.
Find the source · $50 →
A5.v1
The reframe · dark/minimal type-only
First Test · the reframe (locked)
Hook
The blood draw is the kid's. The decision is yours. Reframe the test from "what they have" to "what you did before they got there."
Visual
Pure dark ink background. No image. Headline set huge in Inter Tight 900, the second sentence in lighter weight beneath. Tiny mono kicker top-left. Maximum air.
Headline (verbatim)
"The first test isn't theirs. It's yours."
Sub
They sit on the exam table. You do the work that decides the result.
CTA
Run yours first. $50.
Citation
[A-CDC] no safe level, [R1] Canfield, [R2] Lanphear
Sizing
1:1, 4:5, 9:16 (this version sings on 9:16)
A5.v1 · the reframe
The first test isn't theirs. It's yours.
They sit on the exam table. You do the work that decides the result.
Run yours first · $50 →
FluoroSpec contains MABr. Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206.
A5.v2
The reframe · kit + UV flashlight prop shot
First Test · the reframe (locked)
Hook
Same locked headline, but make it product. The kit on the kitchen counter, UV flashlight on, one painted plate glowing green. The "you" doing the work is the parent's hand holding the bottle.
Visual
Cream background. Top half: photo-style mockup, kit + UV light + one decorative plate with a small green glow patch on the painted rim. Parent's hand visible holding the dropper bottle. Bottom half: locked headline, sub, CTA.
Headline (verbatim)
"The first test isn't theirs. It's yours."
Sub
They sit on the exam table. You do the work that decides the result. Test the dishes, the windowsills, the painted toys, before the next blood draw.
Expecting/new parents proofing the house. Lander: detectlead.com/baby-proof.
B1.v1
The babyproofing checklist · "One more thing"
Baby Proof · Checklist gap
Hook
Parents who feel "done" with babyproofing. The list is the comfort. The unchecked item is the pattern interrupt.
Visual
Cream background. Vertical handwritten-feel checklist, mono type. Five items checked in ink. Sixth item unchecked, in lime, slightly larger. No baby in frame. Nothing else competing.
Headline (verbatim)
"There's one more thing on the babyproof list."
Sub
You covered the outlets. You anchored the dresser. You forgot to check the house for lead.
CTA
Add it to the list →
Citation
[A-CDC] [A-AAP]
Sizing
1:1 feed, 4:5 feed, 9:16 reel, 1080×1080 base
Baby Proof · 1:1
✓ Outlet covers
✓ Cabinet locks
✓ Stair gate
✓ Cordless blinds
✓ Crib anchored
☐ Check the house for lead
There's one more thing on the babyproof list.
CDC: no safe blood lead level
Add it →
B1.v2
The babyproofing checklist · "Crossed off everything but lead"
Baby Proof · Completion bias
Hook
Mirrors the satisfied feeling of finishing the list. Then names what's missing.
Visual
Same cream checklist. Items struck through with a clean line, like a real to-do. Last item unstruck, lime highlight bar behind it.
Headline (verbatim)
"You crossed off everything but lead."
Sub
Outlets, gates, drawers, cords. Easy. The one thing you can't see was never on the list.
CTA
Test the house →
Citation
[A-CDC] [R1]
Sizing
4:5 primary, 1:1 secondary, 9:16 story
Baby Proof · 4:5
Outlet covers
Cabinet locks
Stair gate
Cordless blinds
Crib anchored
Check for lead
You crossed off everything but lead.
EPA TSCA Sec 5 LVE L-25-0206
Test the house →
B2.v1
Visible vs invisible · "We handle the ones you can't"
Baby Proof · Split panel reveal
Hook
Validates everything they've already done. Then opens a door they didn't know was there.
Visual
Split panel. LEFT (cream): toddler crawling near a stovetop with a pot, handle turned IN, gate visible at edge of frame. Caption micro-tag: "handled." RIGHT (ink): same kitchen under UV. Faint lime dust glow on the windowsill, on the floor near the baseboard, on a single paint chip behind the radiator. Caption micro-tag: "unhandled."
Headline (verbatim)
"The dangers you can see, you've handled. We handle the ones you can't."
Sub
FluoroSpec finds lead pigment that fluoresces green. The stuff a UV flashlight in a haunted-house kit can't.
CTA
See what's there →
Citation
[R5] [A-CDC]
Sizing
16:9 hero, 1:1 feed, 9:16 reel
handled
pot handle in gate locked outlet covered
unhandled
windowsill baseboard dust paint chip
The dangers you can see, you've handled. We handle the ones you can't.
[R5] Wang 2026 · bone Pb → cognition
See it →
B2.v2
Visible vs invisible · "Light switch reveal"
Baby Proof · Two-state room
Hook
Same room, two states. Lamp on = looks fine. Lamp off, FluoroSpec on = the floor lights up. No words explain what you're looking at. The image does.
Visual
Top half: cream-toned nursery, soft afternoon light. A toy gate, a covered outlet, a baby bottle on a shelf. Bottom half: same composition, lights out, lime fluorescence on the floorboards near the window and behind the dresser. Hairline ember rule between the two.
Headline (verbatim)
"You handled what you can see."
Sub
The rest of the house is still there.
CTA
Test the rest →
Citation
[A-CDC] [R7]
Sizing
9:16 reel primary, 4:5 feed, 1:1 carousel
lights on
looks safe.
lights off
isn't.
You handled what you can see.
The rest of the house is still there.
EPA TSCA Sec 5 LVE L-25-0206
Test the rest →
B3.v1
Plate lineup · "Innocent until tested"
Baby Proof · Police lineup
Hook
Borrows the visual grammar of a police lineup. Funny, then not. The cute plate is the perp.
Visual
Five plates standing on edge against a height chart wall, numbered cards #01-#05 in front. UV reveals plate #03 (a vintage floral) glowing lime around the painted decoration. The other four stay neutral.
Headline (verbatim)
"Don't assume your dishes are innocent. Test them."
Sub
Painted decoration on ceramic can carry surface-reactive lead pigment. FluoroSpec lights it up green.
CTA
Test the lineup →
Citation
[R1] [A-CDC]
Sizing
16:9 hero, 1:1 feed, 4:5 carousel
Baby Proof · lineup
#01
#02
#03
#04
#05
Don't assume your dishes are innocent. Test them.
[R1] Canfield · IQ at low BLL
Test →
B3.v2
Plate lineup · "Every plate is a suspect"
Baby Proof · Suspect grid
Hook
Reframes the pretty thrifted plate as a suspect. Doesn't accuse. Just says: confirm.
Visual
Tight 2x3 grid of mugshot-style plate portraits on cream. Plate #04 is mid-flash, lime-green halo around the rim. Numbered placards under each.
Headline (verbatim)
"Every plate is a suspect."
Sub
The painted ones especially. Test before you serve a baby on it.
CTA
Run the test →
Citation
[R1] [A-AAP]
Sizing
1:1 primary, 4:5 secondary, 9:16 story
Baby Proof · evidence grid
#01
#02
#03
#04 · Pb+
#05
#06
Every plate is a suspect.
AAP: no safe level identified
Run the test →
B4.v1
Invisible threat · "What's on the floor"
Baby Proof · Floor reveal
Hook
Names the specific behavior parents already worry about. Hands. Mouth. Floor. Then adds the thing they didn't know was there.
Visual
Top: warm-toned shot of bare floor near a windowsill, a single sock on the rug. Bottom: same shot, lights out, faint lime dust constellations near the baseboard and a brighter glow at the windowsill seam. Hairline ember rule between.
Headline (verbatim)
"What's on the floor your kid puts in their mouth."
Sub
Lead-pigment dust gathers along baseboards and window seams. FluoroSpec makes it visible.
CTA
See your floor →
Citation
[R5] [A-CDC]
Sizing
9:16 reel, 4:5 feed, 1:1 carousel
looks clean
windowsill · baseboard · rug
isn't
Pb dust · seams · floor
What's on the floor your kid puts in their mouth.
[R5] bone Pb → late-life cognition
See it →
B4.v2
Invisible threat · "The part no list mentions"
Baby Proof · Off-list danger
Hook
Calls out the gap in every parenting article they've read. The dust behind the radiator isn't on Lovevery's checklist either.
Visual
A single still: corner of a room, radiator, paint chip on the floor behind it. Top half cream-lit. Bottom half UV-lit, the chip and the dust around it glowing lime. Single ember "Pb" tag pointing at the chip.
Headline (verbatim)
"The dangerous part is the part you can't see."
Sub
Behind the radiator. Inside the windowsill. Under the rug. Lead pigment doesn't announce itself.
CTA
Reveal it →
Citation
[R5] [A-EPA]
Sizing
1:1 feed, 4:5 feed, 9:16 reel
Baby Proof · radiator corner
Pb →
UV ON
The dangerous part is the part you can't see.
EPA: MCLG for lead = ZERO
Reveal it →
B5.v1
Lookup pitch · "Lot by lot"
Baby Proof · The tool nobody else built
Hook
Specific. Concrete. Useful before they ever buy the kit. Pure utility, no fear-sell.
Visual
Phone mockup centered. Lookup screen open: search bar with "Beech-Nut oatmeal," result row showing brand, lot code, lead reading in ppb. FluoroSpec kit visible on the kitchen counter behind, slightly out of focus. Cream backdrop.
Headline (verbatim)
"The only place on the internet where you can look up every baby food, lot by lot."
Sub
Look up the lot. Don't take home more lead than you need to.
CTA
Search a brand →
Citation
[P7] [P8]
Sizing
9:16 reel primary, 4:5 feed, 1:1 carousel
Baby Proof · /scan
detectlead.com/scan
Beech-Nut oatmeal⌕
Beech-Nut · Oatmeal
Lot 24-A831
Pb: 12.4 ppb
AB 899 · CA disclosure
The only place on the internet where you can look up every baby food, lot by lot.
[P8] Consumer Reports
Search →
B5.v2
Lookup pitch · "I built the lookup"
Baby Proof · Founder voice
Hook
Founder voice. No corporate scaffolding. The flex is that nobody else did it.
Visual
Phone in hand, lookup screen visible. Text overlay set big and tight, ink on cream. Small ember underline under "nobody else built."
Headline (verbatim)
"I built the lookup nobody else built."
Sub
Almost every baby food sold in the US. Searchable. By lot. Free.
CTA
Try it →
Citation
[P7] [P8] [P1]
Sizing
1:1 feed, 4:5 feed, 9:16 reel
Baby Proof · founder note
/scan
Gerber · Rice
Lot 23-K412
Pb: 9.1 ppb
Eric · founder
Almost every brand. Every lot they had to disclose. In one place.
I built the lookup nobody else built.
[P1] Reuters · Unsafe at any level
Try it →
Funnel C · HomeGoods (10 concepts · 2 variants each)
Reframe the cheap-plate impulse buy as a 40-year cost. Defensible math, not scaremongering.
Visual
Stack of cheap colorful HomeGoods plates sitting on a red HomeGoods bag. One plate pulled to the side, glowing bright green (#00FF41) on its painted decoration under UV light. Cream backdrop, kitchen counter feel.
Headline (verbatim)
"That $5.99 plate might cost your kid $5,000 a year. Every year. For life."
Sub
Lifetime earnings loss from low-level lead exposure. Test the plate before it joins the stack.
1:1 (feed) and 4:5 (feed/Stories). Headline 72pt, sub 24pt.
That $5.99 plate might cost your kid $5,000 a year. Every year. For life.
Lifetime earnings loss from low-level lead exposure (Boyle 2021). Test the plate before it joins the stack.
TEST IT IN 30 SECONDS →
C1.v2
The math reframe · round
HomeGoods · sticker shock
Hook
Punchier, four-beat version of the math. Reads like a friend doing the napkin math at the register.
Visual
Same setup. One plate on the bag, lifted slightly, glowing green on the painted band. Closer crop than v1, more product-forward.
Headline (verbatim)
"Five dollars now. Five thousand later. Per year. Forever."
Sub
That's the cost of one untested plate, divided across a kid's working life.
CTA
Bring a flashlight to HomeGoods → detectlead.com
Citation
[R4] Boyle SOTE 2021. [R1] Canfield 2003.
Sizing
1:1, 4:5, 9:16 (Reels cover).
Five dollars now. Five thousand later. Per year. Forever.
One untested plate, divided across a kid's working life (Boyle 2021).
BRING A FLASHLIGHT →
C2.v1
New doesn't equal safe · strikethrough
HomeGoods · myth break
Hook
Kill the assumption that "new from a real store" means "lead-free." The strikethrough does the work.
Visual
Single colorful new plate, still partly in a HomeGoods sticker/wrap, on cream backdrop. Lime-bright strikethrough rendered as clean type-aligned line, not handwriting.
Headline (verbatim)
"New doesn't equal safe."
Sub
Modern plates have lead too. Especially the cheap pretty ones.
CTA
Test before you serve → detectlead.com
Citation
[P1] Reuters "Unsafe at Any Level". [R15] 2024 Global Lead Review.
Sizing
1:1 and 4:5. Strikethrough must align horizontally with x-height of "safe."
New doesn't equal safe.
Modern plates have lead too. Especially the cheap pretty ones.
TEST BEFORE YOU SERVE →
C2.v2
Modern doesn't mean lead-free
HomeGoods · myth break
Hook
Same promise, no strikethrough. Plain, blunt, scroll-stopping.
Visual
Three new-looking plates in a cluster (florals, bold pattern, "boho" pattern). One has a small green glow on its decoration. UV flashlight beside.
Headline (verbatim)
"Modern doesn't mean lead-free."
Sub
Bought it new this year. Still might have lead in the paint. The pretty ones are usually the worst.
CTA
30-second at-home test → detectlead.com
Citation
[P1] Reuters. [R15] 2024 Global Lead Review.
Sizing
1:1, 4:5.
Modern doesn't mean lead-free.
Bought it new this year. Still might have lead in the paint. The pretty ones are usually the worst.
RUN THE 30-SEC TEST →
C3.v1
This is what lead looks like · money shot
HomeGoods · proof
Hook
The glow IS the ad. Almost no copy. Visual carries the entire concept.
Visual
One perfect frame from peak glow frame (or the 4-second clip) (16-20s glow segment). Colored ceramic plate, drop of solution on the painted decoration, UV light, decoration locked in bright green (#00FF41). Dark background. Crop tight on the glowing decoration.
Headline (verbatim)
"This is what lead looks like."
Sub
30 seconds. Any plate. The kit does this.
CTA
See it for yourself → detectlead.com
Citation
[A-CDC] no safe BLL. Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206.
Same money shot, conversational caption. Reads like a friend in your DMs sending the receipt.
Visual
Same source frame, slightly wider. Show enough plate edge so it reads as ceramic, not abstract. Drop of solution visible mid-frame.
Headline (verbatim)
"That green glow? That's the lead."
Sub
Real plate. Real test. No filter.
CTA
Get the kit → detectlead.com
Citation
[A-CDC]. Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206.
Sizing
1:1, 4:5, 9:16.
That green glow? That's the lead.
Real plate. Real test. No filter.
GET THE KIT →
C4.v1
Why is it $5.99? Because nobody tested it.
HomeGoods · price tag
Hook
Reframe the bargain price as a tell, not a win. Treats the audience as smart shoppers, not dupes.
Visual
Macro shot of a real HomeGoods-style price tag reading "$5.99" with mono caption underneath: "NOT TESTED FOR LEAD." Below the tag, the FluoroSpec kit + UV flashlight on cream backdrop.
Headline (verbatim)
"Why is it $5.99? Because nobody tested it."
Sub
They don't test. Now you can.
CTA
Bring a UV flashlight to HomeGoods → detectlead.com
Citation
[P1] Reuters. [R15] 2024 Global Lead Review (imported ceramics often untested at retail).
Sizing
1:1 and 4:5. Price tag fills upper third.
FluoroSpec · at-home lead test
$5.99
NOT TESTED FOR LEAD
Why is it $5.99? Because nobody tested it.
They don't test. Now you can.
BRING A UV FLASHLIGHT →
C4.v2
$5.99 has to come from somewhere
HomeGoods · price tag
Hook
Same insight, more wry. Implies the corner-cut without naming it.
Visual
Two price tags side by side. One reads "$5.99 · DECORATIVE PLATE." Second reads "$0 · LEAD TEST." Below: the kit.
Headline (verbatim)
"$5.99 has to come from somewhere."
Sub
The plate is cheap because nobody tested it. The kit is how you test it yourself.
CTA
30-second at-home test → detectlead.com
Citation
[P1] Reuters. [R15].
Sizing
1:1, 4:5.
FluoroSpec
$5.99
DECORATIVE PLATE
$0
LEAD TEST
$5.99 has to come from somewhere.
The plate is cheap because nobody tested it. The kit is how you test it yourself.
TEST IT YOURSELF →
C5.v1
Show me your HomeGoods haul · social
HomeGoods · community
Hook
Plays into the haul-post culture. Doesn't shame the buy. Asks for the receipt.
Visual
Top-down flatlay on a kitchen counter. Two HomeGoods bags slumped open. Three or four cheap-pretty ceramic items spread out (mug, bowl, salad plate, small dish). FluoroSpec kit + UV flashlight resting on top of the salad plate. ONE bowl in the corner glowing bright green on its decoration band.
Headline (verbatim)
"Show me your HomeGoods haul. I'll show you the lead."
Sub
Most hauls have one. Sometimes two. The kit finds them in 30 seconds.
CTA
Test your haul → detectlead.com
Citation
[P1] Reuters. [R15] 2024 Global Lead Review.
Sizing
1:1 hero. 4:5 cropped tighter on glowing bowl. 9:16 with kit + flashlight stacked.
FluoroSpec · at-home lead test
Show me your HomeGoods haul. I'll show you the lead.
Most hauls have one. Sometimes two. The kit finds them in 30 seconds.
TEST YOUR HAUL →
C5.v2
Every Maxxinista needs a UV flashlight
HomeGoods · community
Hook
Treats the kit like a tool every dedicated shopper already wishes they had. Knowing-sarcasm tone, no fear.
Visual
UV flashlight + FluoroSpec dropper bottle laid on a HomeGoods receipt. Small ceramic sample in background, edge of glow visible.
Headline (verbatim)
"Every Maxxinista needs a UV flashlight."
Sub
Bring it to the store. Bring it home. Two seconds tells you if the paint has lead in it.
CTA
Get yours → detectlead.com
Citation
[A-CDC]. Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206.
Sizing
1:1, 4:5, 9:16.
FluoroSpec
Every Maxxinista needs a UV flashlight.
Bring it to the store. Bring it home. Two seconds tells you if the paint has lead in it.
GET YOURS →
Notes for the designer
Voice across all 19: direct, kitchen-table, parent-to-parent, uplifting at the close. Never corporate, never panicky.
Headline rule: use the exact copy in each concept. No paraphrasing. They are tested against the lander.
Logo: white wordmark "detectlead" in nav strip or bottom-left. Lime accent on the "lead" word.
Font upgrade: Inter and Inter Tight are free via Google Fonts. If you have GT America or Söhne licensed, those are clean upgrades. Avoid Fraunces/JetBrains Mono in this batch.
IQ-points stat: use "thousands" or "~3,000+" with "modeled" or "approximately" prefix. See methodology callout. Do not say "6,300" unless you also include a methodology footnote.
Disclaimer: include a 8–9 px line at the very bottom of any static that mentions the kit, an outcome, or a diagnosis: "FluoroSpec detects surface-reactive lead pigment. Does not diagnose, treat, or change blood lead. Consult your pediatrician for medical questions."
Authority quotes: when using a CDC/EPA/WHO/AAP statement (concepts 20–22), keep the attribution visible at all times. Do not paraphrase the quoted text. Quote marks should be displayed.
Press citations: when using a news-publication quote (concepts 25–26), include "AS REPORTED IN [PUBLICATION] · [YEAR]" attribution. Use canonical wordmark fonts/styling only — do not modify any logo. Italicized text-only attribution rows are an acceptable safer alternative.
Research citations: the small "[R#]" or "[A-CDC]" or "[P#]" tag may be embedded in the corner of any research-backed static for credibility. See the Research Bank and Press Bank above for the full source list.
No competitor names. Never mention Lumetallix or Lead Safe Mama.
EPA wording: "Approved for commercial sale by EPA under TSCA Sec 5 LVE L-25-0206." Never the standalone "EPA-approved."
If using AI imagery: only for backgrounds and abstract illustration. Real glow shots must come from glow peak frame / 4s clip.
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I was testing everything around the house like plates cups clothes etc, and most things were negative (yay!) But then i tested a pair of old boots and they came up positive!the pleather on the boots were flaking off too! My family would still be getting that exposure if i didnt have this kit, thank you!!
I am so glad I bought the Fluoro-Spec Test Kit! I've been worried about some of the dishes (especially mugs) my family regularly uses. I was able to reassure myself that most of the mugs were fine (one I did have to throw out due to testing positive for lead). And nearly all of our plates and bowls tested safe. I am thankful I have this to help make good, educated decisions about what items we use.