I am working on an OB campaign, and we are trying to be sensitive to people who may be experiencing infertility or loss. Our ads have photos of babies and talk about "first heartbeat" and other feel-good stuff, for those who are expecting. However, we don't want these messages served in an Instagram story to someone struggling to get pregnant. Do you have hints for excluding certain audiences/demographics in order to serve the ad in an appropriate/sensitive way? (At the same time, we do have billboards that carry out this same message, but social media feels more intimate to me.)
Thank you for any insights on this!