This colourful campaign wants to humanise IVF

New York – The New Hope Fertility Center has unveiled a campaign that aims to change the narrative surrounding IVF.

Created by advertising agency Terri & Sandy, the emoji-filled campaign has taken over the Columbus Circle subway station in New York, with posters including statements such as: ‘Humans tend to hate needles. And sharp pointy things in general. So we made Needle-free IVF’. The company's messaging is rooted in the fact that women going through IVF often report feeling like science experiments, subjected to invasive and dehumanising treatments, while also facing daily trips to their clinic.

‘We wanted to bring a more human tone to the IVF discussion, as the process itself often makes people feel quite the opposite,’ says Sandy Greenberg, co-CEO of Terri & Sandy. ‘The campaign uses emojis to make it more relatable, and to capture the rollercoaster of emotions women experience when their bodies are subjected to a multitude of hormones, shot after shot, and the exhaustive process of racing to the doctor every day for treatment.’

At a time when modern fertility is in crisis, The New Hope Fertility Center is hoping to alleviate women’s fertility concerns while revolutionising the IVF industry.