FertilitySA: This Way Boys

Couples with infertility issues face an immense amount of pressure. There’s the emotional toll of longing for a child, financial pressure to afford medical assistance and physical discomfort from the sometimes invasive clinical procedures. To compound things further, there are often well-meaning family and friends asking questions without realizing what the couple might be going through. Fertility SA has an opportunity to lighten the load a little by communicating with clients in a warm, encouraging tone that puts a little love back into the process of having a child. Agency: Showpony, Australia