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 * 06-02-22
 * marketing innovation


EXCLUSIVE: MODERN FERTILITY ANNOUNCES A NEW CAMPAIGN FEATURING FEMALE ATHLETES


THE AT-HOME FERTILITY TESTING COMPANY WANTS TO ENCOURAGE MORE OPEN CONVERSATIONS
ABOUT FAMILY PLANNING AND CAREERS THROUGH A CAMPAIGN THAT FEATURES ATHLETES,
INCLUDING THE WNBA’S NNEKA OGWUMIKE AND CANDACE PARKER.

[Photo: courtesy of Modern Fertility]
 * 
 * 
 * 
 * 

More Like This
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By Pavithra Mohan5 minute Read

It started, as so many things do, with an Instagram DM. About a year ago, WNBA
player Nneka Ogwumike approached Modern Fertility, the at-home fertility testing
company, with an idea for a potential partnership. The WNBA had established
itself as a leader in women’s sports with a historic new collective-bargaining
agreement that secured significant raises and paid parental leave for players.
Could they also help destigmatize conversations around reproductive health?




As the president of the WNBA players association, Ogwumike was instrumental in
negotiating the collective-bargaining agreement. She was already focusing on
female reproductive health as part of her work to promote equality in sports—and
Modern Fertility seemed like a natural partner.

“We’re told stories, even from our coaches and families, that you have to play
as long as you can and have kids as early as you can,” Ogwumike says. “So with
that comes this fear of having to give up your career to have children in a
world in which everyone is telling you that you should have kids. And that’s not
everyone’s story.”

Ogwumike worked with Modern Fertility to provide its fertility tests—which
measure seven hormones that influence fertility, including AMH, an indicator of
ovarian reserve—to all WNBA players free of charge, along with access to
additional consultation. Their partnership has also inspired a new campaign from
Modern Fertility, which centers around the voices of formidable athletes like
the WNBA’s Candace Parker and pro soccer player Sydney Leroux and seeks to
catalyze a more candid discussion of reproductive health and fertility across
pro sports.





[Photo: courtesy of Modern Fertility]Plenty of working women grapple with the
delicate balance of family planning and career aspirations. But athletes rely
almost entirely on their bodies for their careers, making decisions about their
reproductive health especially fraught. “Having a family was super important to
me,” says Parker, who had her first child at 23. “I was able to have my daughter
at an early age and go through the grind of balancing being a mom, but also
continuing to do what I love. I wouldn’t change it in any way, shape, or
form—however, I think everybody’s journey is different.”



The implicit message to many athletes has been that they shouldn’t compromise
their careers by having children too early—an idea often reinforced by public
reactions to players who do get pregnant in the prime of their careers. “There
is a huge stigma around being a mom and an athlete,” Leroux shared as part of
Modern Fertility’s campaign. “When I first got pregnant, everyone said, ‘Oh,
she’s going to retire.'” And while athletes are encouraged to track just about
every aspect of their body and performance, fertility is often a black box for
many of them. “You’re almost put in a position where you have to be forced to
ask questions that you don’t know you should be asking,” Parker says. “That’s
the challenge. You talk about fertility hormones, and people don’t know what
that is or what that’s about until [they’re] going through the process.”



Aly Raisman [Photo: courtesy of Modern Fertility]These are the types of
experiences Modern Fertility hopes to elevate with its campaign, which launched
today with an introductory video, and bears the tagline, “I refuse to let my
fertility be a mystery.” Over the next month, the campaign will roll out
testimonial accounts each week from Parker, Leroux, soccer player Kelley O’Hara,
and retired gymnast Aly Raisman.







Carly Leahy [Photo: courtesy of Modern Fertility]“The most powerful thing is us
just getting out of the way,” says Modern Fertility cofounder Carly Leahy. “For
us, from a brand standpoint, it’s just: Let’s support these amazing people in
telling their stories and talking about how they’re thinking about this very
complicated issue.”



The campaign is certainly a first for Modern Fertility in terms of scope—and a
strategic one at that—but it’s also a microcosm of the knowledge gap the company
has tried to tackle since its inception. “Athletes seem to embody almost the
most extreme case of what we’ve been talking about with women day in and day out
in our community, around needing more information to plan for their own future
and life,” Leahy says. Modern Fertility, which was acquired for more than $225
million last year by digital health company Ro, has focused on what it calls the
preconception space because fertility testing has not traditionally been
accessible or affordable for most women, with costs crossing $1,000. The first
time many people get any kind of fertility testing is after struggling to
conceive. (Modern Fertility’s test retails for just $159 and requires only a
finger prick.)



[Photo: courtesy of Modern Fertility]When people are empowered with this kind of
information earlier in their lives, Leahy says, it gives them more choices,
regardless of what their family planning might look like. “There’s no crystal
ball for fertility—there’s no test that you can take that [says] ‘Yes, you’ll
have a healthy baby tomorrow,'” Leahy says. “But women are smart, and they
understand: If I check my cholesterol, it doesn’t tell me if I’m gonna have a
heart attack tomorrow or not. It helps me understand where I am and helps me
plan ahead.”







Candace Parker [Photo: courtesy of Modern Fertility]That’s not to say fertility
tests are a complete solution, or that they can mitigate the effects of more
systemic issues, from the dearth of affordable childcare options to the reality
that women disproportionately shoulder caregiving when they do choose to have
children. (There’s also some debate about how effective AMH and other hormones
are as indicators for people who aren’t already dealing with infertility.) But
since Modern Fertility distributed tests to WNBA players, Ogwumike says,
conversations about fertility and family planning are already happening more
frequently across the league. She’s already heard from players who want to get
fertility tests for their partners, and others who want to understand how birth
control might impact test results; Ogwumike herself had questions about how
polycystic ovarian syndrome could impact her fertility and hormones.



“What I’ve learned most is there’s been a lot of fear mongering for women and
their careers when it comes to fertility,” she says. “And when you’re given the
resources that you need to make those decisions for yourself, it’s really not as
scary or imminent as people make it seem. Everyone’s situation is different, but
I think the lack of information has created fear.”

And while that pressure may be heightened within the realm of sports, Ogwumike
knows that people across all kinds of industries and backgrounds face hurdles
when it comes to navigating their reproductive health alongside their
careers—and that seeing athletes speak out can help destigmatize the experience
for all of them.



“When we signed our collective-bargaining agreement in 2020, the support that we
got and the feedback that we got from women that were not even involved in
sports was remarkable,” she says. “After having such a historic year, it was
clear to us that we represent a lot of what women are going through—however
unconventional our jobs are, we are also going through the same things.”





ABOUT THE AUTHOR

Pavithra Mohan is a staff writer for Fast Company.

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FC Executive Board
collections


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   Fast Company's annual ranking of businesses that are making an outsize impact


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 * 06-02-22
 * marketing innovation


EXCLUSIVE: MODERN FERTILITY ANNOUNCES A NEW CAMPAIGN FEATURING FEMALE ATHLETES


THE AT-HOME FERTILITY TESTING COMPANY WANTS TO ENCOURAGE MORE OPEN CONVERSATIONS
ABOUT FAMILY PLANNING AND CAREERS THROUGH A CAMPAIGN THAT FEATURES ATHLETES,
INCLUDING THE WNBA’S NNEKA OGWUMIKE AND CANDACE PARKER.

[Photo: courtesy of Modern Fertility]
 * 
 * 
 * 
 * 

By Pavithra Mohan5 minute Read

It started, as so many things do, with an Instagram DM. About a year ago, WNBA
player Nneka Ogwumike approached Modern Fertility, the at-home fertility testing
company, with an idea for a potential partnership. The WNBA had established
itself as a leader in women’s sports with a historic new collective-bargaining
agreement that secured significant raises and paid parental leave for players.
Could they also help destigmatize conversations around reproductive health?

advertisement

advertisement



As the president of the WNBA players association, Ogwumike was instrumental in
negotiating the collective-bargaining agreement. She was already focusing on
female reproductive health as part of her work to promote equality in sports—and
Modern Fertility seemed like a natural partner.

“We’re told stories, even from our coaches and families, that you have to play
as long as you can and have kids as early as you can,” Ogwumike says. “So with
that comes this fear of having to give up your career to have children in a
world in which everyone is telling you that you should have kids. And that’s not
everyone’s story.”

Ogwumike worked with Modern Fertility to provide its fertility tests—which
measure seven hormones that influence fertility, including AMH, an indicator of
ovarian reserve—to all WNBA players free of charge, along with access to
additional consultation. Their partnership has also inspired a new campaign from
Modern Fertility, which centers around the voices of formidable athletes like
the WNBA’s Candace Parker and pro soccer player Sydney Leroux and seeks to
catalyze a more candid discussion of reproductive health and fertility across
pro sports.

advertisement




[Photo: courtesy of Modern Fertility]Plenty of working women grapple with the
delicate balance of family planning and career aspirations. But athletes rely
almost entirely on their bodies for their careers, making decisions about their
reproductive health especially fraught. “Having a family was super important to
me,” says Parker, who had her first child at 23. “I was able to have my daughter
at an early age and go through the grind of balancing being a mom, but also
continuing to do what I love. I wouldn’t change it in any way, shape, or
form—however, I think everybody’s journey is different.”



The implicit message to many athletes has been that they shouldn’t compromise
their careers by having children too early—an idea often reinforced by public
reactions to players who do get pregnant in the prime of their careers. “There
is a huge stigma around being a mom and an athlete,” Leroux shared as part of
Modern Fertility’s campaign. “When I first got pregnant, everyone said, ‘Oh,
she’s going to retire.'” And while athletes are encouraged to track just about
every aspect of their body and performance, fertility is often a black box for
many of them. “You’re almost put in a position where you have to be forced to
ask questions that you don’t know you should be asking,” Parker says. “That’s
the challenge. You talk about fertility hormones, and people don’t know what
that is or what that’s about until [they’re] going through the process.”



Aly Raisman [Photo: courtesy of Modern Fertility]These are the types of
experiences Modern Fertility hopes to elevate with its campaign, which launched
today with an introductory video, and bears the tagline, “I refuse to let my
fertility be a mystery.” Over the next month, the campaign will roll out
testimonial accounts each week from Parker, Leroux, soccer player Kelley O’Hara,
and retired gymnast Aly Raisman.



advertisement




Carly Leahy [Photo: courtesy of Modern Fertility]“The most powerful thing is us
just getting out of the way,” says Modern Fertility cofounder Carly Leahy. “For
us, from a brand standpoint, it’s just: Let’s support these amazing people in
telling their stories and talking about how they’re thinking about this very
complicated issue.”



The campaign is certainly a first for Modern Fertility in terms of scope—and a
strategic one at that—but it’s also a microcosm of the knowledge gap the company
has tried to tackle since its inception. “Athletes seem to embody almost the
most extreme case of what we’ve been talking about with women day in and day out
in our community, around needing more information to plan for their own future
and life,” Leahy says. Modern Fertility, which was acquired for more than $225
million last year by digital health company Ro, has focused on what it calls the
preconception space because fertility testing has not traditionally been
accessible or affordable for most women, with costs crossing $1,000. The first
time many people get any kind of fertility testing is after struggling to
conceive. (Modern Fertility’s test retails for just $159 and requires only a
finger prick.)



[Photo: courtesy of Modern Fertility]When people are empowered with this kind of
information earlier in their lives, Leahy says, it gives them more choices,
regardless of what their family planning might look like. “There’s no crystal
ball for fertility—there’s no test that you can take that [says] ‘Yes, you’ll
have a healthy baby tomorrow,'” Leahy says. “But women are smart, and they
understand: If I check my cholesterol, it doesn’t tell me if I’m gonna have a
heart attack tomorrow or not. It helps me understand where I am and helps me
plan ahead.”



advertisement




Candace Parker [Photo: courtesy of Modern Fertility]That’s not to say fertility
tests are a complete solution, or that they can mitigate the effects of more
systemic issues, from the dearth of affordable childcare options to the reality
that women disproportionately shoulder caregiving when they do choose to have
children. (There’s also some debate about how effective AMH and other hormones
are as indicators for people who aren’t already dealing with infertility.) But
since Modern Fertility distributed tests to WNBA players, Ogwumike says,
conversations about fertility and family planning are already happening more
frequently across the league. She’s already heard from players who want to get
fertility tests for their partners, and others who want to understand how birth
control might impact test results; Ogwumike herself had questions about how
polycystic ovarian syndrome could impact her fertility and hormones.



“What I’ve learned most is there’s been a lot of fear mongering for women and
their careers when it comes to fertility,” she says. “And when you’re given the
resources that you need to make those decisions for yourself, it’s really not as
scary or imminent as people make it seem. Everyone’s situation is different, but
I think the lack of information has created fear.”

And while that pressure may be heightened within the realm of sports, Ogwumike
knows that people across all kinds of industries and backgrounds face hurdles
when it comes to navigating their reproductive health alongside their
careers—and that seeing athletes speak out can help destigmatize the experience
for all of them.

advertisement


“When we signed our collective-bargaining agreement in 2020, the support that we
got and the feedback that we got from women that were not even involved in
sports was remarkable,” she says. “After having such a historic year, it was
clear to us that we represent a lot of what women are going through—however
unconventional our jobs are, we are also going through the same things.”


advertisement

advertisement

advertisement

advertisement



ABOUT THE AUTHOR

Pavithra Mohan is a staff writer for Fast Company.

More




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IMPACT

Impact


SOME STATES WANT TO RAISE THE AGE FOR ASSAULT RIFLE PURCHASES. WOULD THAT CURB
MASS SHOOTINGS?

Impact


IN THE DESERT, THESE SPRAWLING GREENHOUSES HELP DECARBONIZE HEAVY INDUSTRY

Impact


TO HELP DISPLACED UKRAINIANS, A NEW CAMPAIGN WILL SEND THOUSANDS OF BIKES TO
LVIV


NEWS

News


WHY ARE SO MANY HIGH-INCOME AMERICANS LIVING PAYCHECK TO PAYCHECK?

News


REPORT: TESLA NEEDS TO CUT 10% OF ITS WORKFORCE, SAYS ELON MUSK AS RECESSION
FEARS LOOM

News


COULD HARSH PARENTING MAKE CHILDREN HYPERACTIVE? HERE’S WHAT BEHAVIORAL RESEARCH
SAYS


CO.DESIGN

Co.Design


THE SURPRISING PSYCHOLOGY OF FONTS

Co.Design


SEE HOW THE ICONIC AIRSTREAM HAS EVOLVED OVER THE PAST 90 YEARS

Co.Design


WITH GLASS BURIED UNDER ICE, MICROSOFT PLANS TO PRESERVE MUSIC FOR 10,000 YEARS


WORK LIFE

Work Life


YOUR REMOTE EMPLOYEES AREN’T DISLOYAL. THEY JUST NEED MORE OF THIS

Work Life


HOW THE PANDEMIC IMPACTED INTROVERTS AND EXTROVERTS DIFFERENTLY

Work Life


SHOWRUNNER KATORI HALL IS EXPLORING THE PANDEMIC THROUGH THE STRIP CLUB

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