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One in 20 children are conceived by IVF. Despite this, IVF is still stigmatised, leaving people with fertility issues feeling they can’t talk about it. So CHE Proximity Sydney made IVF as natural as sex. The campaign launched with a fun, yet deliberately provocative film to drive conversation. The strategy wasn’t to sanitise it for broadcast standards but release it directly to IVF patients past and present, empowering them to share it socially. Many of them broke their IVF silence for the first time.