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Campaign as seen in NY underground | Photo source Terri and Sandy Website

New campaign seeks to humanise fertility treatments

Healthcare & Wellbeing

The campaign aims to make women feel more human - and less like a science experiment - when they receive fertility treatments

Spotted US-based New Hope Fertility Clinic has launched a new campaign targeting women who are considering or undergoing IVF treatments. The aim of the campaign is to make treatments more “human” and less threatening, the clinic says.

Fertility treatments — the shots, hormones and pressure associated with the procedures — can be overwhelming. New Hope Fertility Clinic has introduced a number of programmes that try to address that, like at-home and needle-free treatments.

The “IVF Made Human” campaign, created in partnership with the ad agency Terri & Sandy, is part of the clinic’s efforts. It uses emojis and uplifting messages to humanise IVF treatments. For instance, in one ad a puzzled emoji ponders the practice of telling patients to practice injections on an orange. “But you’re not an orange,” it says and promotes the New Hope Fertility Clinic’s needle-free IVF treatments. 

The campaign was recently launched at Columbus Circle subway station in New York City, near the clinic’s Manhattan location. It will also run on social media platforms.  

Email: info@nhfc.com

Website: newhopefertility.com

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