750M+
media impressions, front-page coverage in The New York Times.
Producing the future of fertility.
When a landmark Alabama ruling threatened IVF access nationwide, CCRM Fertility – the global leader in reproductive medicine – moved fast to protect the future of fertility care.
The goal: shift fear into empowerment, educate the public, and rally advocacy for reproductive justice.
By blending medical authority with cultural influence, we elevated 23 CCRM doctors as national voices, shared real patient IVF journeys, and partnered with Erin and Sara Foster to turn personal experience into public action through the “IVF, Baby” campaign.
We united science, storytelling, and culture to make IVF not just understood, but supported.
→ Lead with authority: Position CCRM’s doctors as trusted experts in the national conversation.
→ Humanize the issue: Share authentic IVF stories across social platforms to replace stigma with empathy.
→ Show up in culture: Partner with advocates who could make the topic mainstream—and wearable.
The campaign launched across earned, social, and cultural channels.
→ Expert commentary reframed the media narrative from fear to facts.
→ Patient stories created emotional connection and community online.
→ Dr. Amanda Adeleye represented CCRM at the State of the Union, bringing visibility to fertility care at the highest level.
→ With the Fosters, we co-created the “IVF, Baby” t-shirt—raising funds for RESOLVE and symbolizing solidarity through fashion.
media impressions, front-page coverage in The New York Times.
of social views & thousands of organic advocacy posts.
“IVF, Baby” t-shirt sold out in under a week, with all proceeds to RESOLVE.
Shifted IVF from a medical story to a cultural movement for reproductive justice.
