Fertility conversations have taken center stage in recent months, with growing discourse around reproductive health and accessibility. Today, 1 in 6 people are affected by infertility, yet the conversation around IVF often remains stigmatized or misunderstood. As a leader in the fertility space, CCRM Fertility recognized an opportunity to create a cultural movement in support of IVF—one that would generate awareness, normalize the journey, and drive meaningful action without veering into political discourse. The goal was clear: educate the public on the ubiquity of IVF, spark conversations that empower those navigating fertility challenges, and provide direct support to the infertility community.
To ensure tangible impact, 100% of proceeds from the campaign would go to RESOLVE: The National Infertility Association, a non-profit dedicated to advocacy and support for those struggling with infertility.
To achieve this, CCRM Fertility needed to combine cultural relevance, authentic storytelling, and a powerful brand partnership to drive conversation. The strategy was simple but bold—use fashion as a vehicle for advocacy. The “IVF, Baby” campaign was born.
To bring this campaign to life, we deployed a multi-faceted approach rooted in authenticity, influence, and cultural conversation:
This campaign was not without challenges. Discussing fertility can be deeply personal, and we needed to ensure that our messaging resonated in an empowering way. By prioritizing storytelling, choosing the right voices, and maintaining an unwavering focus on advocacy, we overcame these hurdles and created a campaign that felt both culturally relevant and emotionally impactful.
The “IVF, Baby” campaign achieved extraordinary success, exceeding expectations in awareness, engagement, and direct action:
Through the perfect blend of culture, commerce, and cause, CCRM Fertility transformed a complex topic into a powerful, mainstream movement—one that not only raised awareness but also inspired tangible action.
