Pollin Fertility Questions What Is Natural When It Comes to Conceiving

The desire to have a child is natural. Yet, in today’s world the path to parenthood is not as linear as the childhood teachings of the birds and the bees led us to believe. Often this can leave the 1 in 6 who struggle to conceive to feelings of guilt or shame - suggesting their journey is anything but natural.

Pollin Fertility is on a mission to change the narrative around infertility and ahead of infertility awareness week has introduced a new brand positioning. Developed by agency partner Diamond the new positioning takes aim at the stigma around infertility and questions exactly that: What is natural anyways?In an effort to move beyond services and ensure that all clients feel understood and supported by their clinic, a first for the fertility sector, Pollin is on a mission to redefine what is natural.

“These feelings of guilt or shame that those facing infertility are fundamentally wrong. It is natural to need help conceiving, natural for a woman to take control of her own fertility, natural for same sex partners to want a child. So why do we as a society maintain such a narrow view of what is natural?” asked co-founder and CEO Melody Adhami. “At Pollin, we understand that there is no one path to parenthood. That’s why we provide compassionate care and support and with this brand positioning are taking that belief outside the clinic walls as we continue to best serve the community.”

This latest work by Diamond, for which it developed the brand strategy and creative platform, builds upon the work the agency has been doing for the clinic long before the doors even opened. The agency’s integrated offering, under the guidance of CCO Peter Iganzi, has built the brand from the ground up including visual identity, website development, social strategy, interior design, working with partners Heads & Tales and Epitaph for PR and media respectively.

The launch of the What Is Natural Anyways? brand positioning is only just beginning with prominent OOH, a takeover in Toronto-island airport and presence across owned properties.

“The topic of fertility has been fraught with opinions, commentary and frankly, unfathomable ideas in recent years,” saidPeter Ignazi, chief creative officer at Diamond. “But what gets lost in all of that is the very real human who is entitled to their very real emotions and desire to have a child. This brand platform is aiming to be an ode for them, a mission to redefine what is natural to embrace those that may have a more challenging path to parenthood.”

As the brand continues to grow, it will further redefine what is considered natural, a sentiment which extends to the fertility clinic’s first gala fundraiser - Smash the (in)fertility Stimga. With the average cost of one round of IVF between $15,000 - $20,000, this first of its kind event is dedicated to increasing access to fertility care and smashing the negative stigma around fertility challenges by raising funds to help fund cycles for those that cannot afford. 

The OOH takeover was purchased with Pattison, secured by Epitaph and is live through the next two months.