Changing the cycle 
Over 60% of women who need IVF support are aged 35 and above. These women are informed, prepared, and have made a deliberate choice to start a family. Yet many feel dismissed by healthcare professionals. It’s time to change that by focusing on facts, not assumptions, and giving women the best chance to conceive with the right treatment from the very first cycle.
Using strong, provocative language and imagery we developed a campaign to challenge prescribing habits to support the women that need this treatment most.
Design/Art Direction

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