A fertility campaign voiced by the children RMA helped create, built before couples know they need it.

RMA is one of the country's top fertility networks, and its growth depended on a hard truth: people don't know when to seek fertility support. They wait months, sometimes years, before reaching out. So the job wasn't only to reach couples already searching. It was to build the brand before people know they need it, and to do it across a wide audience, from heterosexual couples to LGBTQ+ families to women freezing their eggs.

We built a strong brand platform. Then we cast it from the best source there is: RMA’s own patients. After a kids’ selfie contest across the network, we brought three families to the Marlton clinic and let the children deliver the voiceover themselves. A :60 radio spot, video, and stills came out of it, plus an internal launch film to rally the staff behind the new idea.

The fertility category has a problem: everyone is talking to people who already feel broken. We wanted to get there earlier — at the dream, before the fear sets in. To understand what was actually driving decisions, we built AI audience models of RMA's patients and prospects. That let us ask the questions no researcher puts in a survey. What we found moved us upstream. The insight wasn't about science or success rates — every competitor was already there. It was about loneliness, and hope, and the specific terror of maybe never. "From Dreams to Reality" is the answer to that. The kids made it real. Lead volume grew 10% year over year. Conversion rates improved 25%.