In early 2024, IVF access faced unprecedented threats following a landmark ruling in Alabama, placing reproductive care at the center of a national rights crisis. CCRM Fertility, the global leader in reproductive medicine with the highest IVF success rates worldwide, recognized the urgent need to act. The campaign aimed to protect access to fertility care, shift public perception from fear and misinformation to hope and empowerment, and mobilize advocacy for reproductive justice.
Our approach leveraged CCRM’s dual credibility as a medical authority and culturally trusted brand. We elevated 23 CCRM doctors into top-tier media to provide authoritative guidance, humanized the issue through real patient IVF journeys on social media, and inserted the brand into pivotal political moments, including Dr. Amanda Adeleye representing CCRM at the 2024 State of the Union.
To extend reach and cultural impact, we partnered with authentic influencers Erin and Sara Foster, whose personal IVF experiences and high-profile platforms transformed the conversation into a movement. Together, we co-created the “IVF, Baby” t-shirt to raise funds for RESOLVE, a leading infertility nonprofit, while signaling public solidarity.
This campaign was designed to cut across medical, political, and cultural boundaries, making IVF not just a treatment but a cause. By combining expert voices, patient stories, and cultural partnerships, we created a timely, actionable, and human-centered campaign that galvanized awareness, engagement, and advocacy nationwide.
The campaign unfolded as a multi-phase, integrated effort spanning earned media, social channels, cultural partnerships, and policy engagement.
Expert Activation: We positioned 23 CCRM doctors as public-facing experts across national and regional outlets. This strategy ensured credibility, provided clear information in a volatile political environment, and offered humanized perspectives to foster empathy.
Patient Stories: Real IVF journeys were amplified on Instagram, TikTok, and other social platforms. By spotlighting authentic experiences, we created emotional resonance and invited audiences to share their own stories, transforming passive awareness into participatory advocacy.
Political Visibility: CCRM engaged directly in the policy conversation, with Dr. Amanda Adeleye representing the brand at the 2024 State of the Union. This elevated the conversation nationally and demonstrated a commitment to patients beyond clinical care.
Cultural Partnership: We collaborated with Erin and Sara Foster to launch the “IVF, Baby” t-shirt, turning personal experiences into mass visibility and fundraising for RESOLVE. The partnership bridged credibility with cultural influence, leveraging Erin’s #1 Netflix show and authentic IVF journey to create a highly relatable touchpoint for audiences.
The campaign remained agile, adjusting content in real time to reflect breaking news and policy developments. A centralized microsite provided comprehensive facts, resources, and actionable steps for supporters, serving as the hub for all campaign elements.
By combining data-driven insights, emotional storytelling, and culturally relevant advocacy, the campaign successfully mobilized audiences, amplified awareness, and strengthened CCRM’s role as both a medical authority and social leader. The approach was unprecedented in its integration of medical expertise, patient experience, cultural relevance, and advocacy in a single, cohesive effort.
The campaign achieved measurable impact across awareness, engagement, advocacy, and fundraising objectives:
Media & Awareness: The campaign generated over 750M+ media impressions, including front-page coverage in The New York Times, and drove double-digit increases in brand awareness and favorability. Coverage shifted from alarmist headlines to progress-oriented narratives, reflecting a broader cultural and political conversation about reproductive rights.
Social Engagement: Patient stories and campaign content sparked thousands of organic posts and millions of impressions, converting audiences into active participants and advocates. The campaign fostered empathy, amplified personal voices, and humanized IVF in a way that statistics alone could not.
Fundraising & Advocacy: The “IVF, Baby” t-shirt sold out in under a week, raising meaningful funds for RESOLVE while signaling mass public support for IVF access.
Cultural & Political Shift: Beyond metrics, the campaign shifted the narrative. Media coverage and public discourse moved from panic to empowerment, and policy conversations advanced in key states. IVF became both a health issue and a cultural cause, demonstrating the power of integrating medical authority, storytelling, and influencer partnerships.
This campaign not only met objectives but expanded CCRM’s influence, mobilized audiences, and reframed fertility care as a national and global movement for reproductive justice.
