Case Study Tags: Associations & Nonprofits

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After interviews and focus groups with patients and physicians, it was clear that while every fertility journey is different, everyone has received well-intentioned but useless advice while seeking answers. For those ready to begin treatment–our primary target audience–the inadequacy of this advice is both obvious and annoying. They’ve even tried some of these “folk remedies” out of desperation. They’re now ready for real science and medicine that gets results–carried out with heart and humanity as only SGF does.

Our “Better Approach”campaign humorously plays off these shared experiences while delivering an emotionally powerful and credible path to parenthood.

The fertility center marketplace in New York City is a crowded one. WIth several well established and well known names already operating, how do we make Shady Grove Fertility (SGF), one of the largest and most successful fertility centers in the country, stand out as a new player in NYC? A competitive audit revealed that lush photography of adorable babies and families was ubiquitous–who wouldn’t be enchanted? But what set these photos apart from each other? We chose purposely chose to lead with a different creative approach that starts with an understanding of the emotional toll that comes with trying to conceive.