The campaign, which launches across TV, radio, digital and social this week, aims to break down stigmas and start a conversation about fertility.

Since achieving the world’s first IVF pregnancy in 1973, Monash IVF have led the way in reproductive health in Australia. As pioneers of IVF, it knows that the dream of starting a family can be difficult and filled with uncertainty, and isn’t always as simple as people expect.

This new creative direction seeks to highlight the brave journey to parenthood undertaken by so many.