CCRM FERTILITY
IVF, Baby
IDEA: Create a bold proclamation of the importance of fertility care in a time where access to this kind of healthcare—and being vocally supportive of it—is more important than ever.
RESULTS: 1m+ views on launch, with the limited-edition shirts selling out in just two days. We were also featured on the front page of the New York Times’s Style section.
THE TEE
Erin Foster had been open about her struggles to conceive prior to IVF, so we partnered with her and her sister’s brand, Favorite Daughter, to bring our IVF, Baby t-shirt to life.
THE MESSAGE
And with every purchase, we made sure shoppers knew that they were contributing to the important care and access to resources that those struggling with infertility so often need.
T-SHIRT HANG TAG
PR BOX INSERT
CD: Megan Coughlin, Miles Stenehjem
COPY: George Comatas