EVOLVING THE STORY OF CONCEPTION
1 in 20 children are conceived by IVF. Yet IVF is rarely talked about openly, with society still fixated on natural conception. Leaving half a million people going through IVF feeling they can’t talk about their fertility struggles and IVF children feeling different to their friends.
Genea a world leading IVF clinic, wanted to break that stigma. We re-wrote the story of conception and released a children’s book. The story was simple, IVF is also where babies come from. It was given to every IVF baby born, past Genea patients and also sold in stores.