Fertility Out Loud’s (FOL) “Trying” was created to address one of the most overlooked barriers in women’s health: the emotional toll that prevents many aspiring parents from seeking fertility care. Infertility affects one in six couples globally, yet few pursue specialist support. According to the National Survey of Family Growth, in the U.S., only ~12% of women ages 15–44 have accessed fertility services. On top of that, Fertility Bridge reports that up to 65% end up dropping out of IVF. The barriers are rarely clinical alone. Many studies show they are often emotional and psychological, rooted in the stress of navigating an intensely personal health journey. That truth shaped the 2025 brief. The FOL platform launched in 2021 to break the silence around infertility. By 2025, the silence had changed form. People were talking more, but many were still dropping out before reaching the care they needed. The challenge was no longer awareness. It was perseverance. At the same time, conversations about fertility and women’s health had grown louder and more polarized across social media. Aspiring parents were navigating not only treatment decisions but also a flood of conflicting advice and emotionally charged content. Instead of support, many found pressure. So FOL chose a radically different role: not another loud voice in the feed, but a calming presence inside the noise. That insight led to “Trying,” capturing both the act of ‘Trying To Conceive’ (TTC) and the resilience required to continue when outcomes are uncertain. The creative rejected glossy optimism and miracle clichés, embracing honest expectations instead, acknowledging the waiting, nerves, setbacks, and logistics that define fertility care. The campaign came to life through a :60 film, a :30 cut, and five :15 vignettes portraying recognizable TTC moments, from pre-appointment anxiety to waiting for results and navigating difficult conversations. These weren’t dramatized ideas of infertility; they were lived truths inspired by real experiences. Importantly, the campaign turned empathy into action. Through FertilityOutLoud.com, aspiring parents could access free one-to-one coaching, find fertility specialists, and use tools designed to help them move forward in care. And it worked. “Trying” has been part of driving 4,200 coaching sign-ups, more than 106,000 doctor locator searches, and over 7,000 new patients to Menopur, Ferring’s industry-leading IVF medication.