The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Creative Use of Data

Fertility Finder

Agency Ritmika Audio Arts / São Paulo + VMLY&R / New York

Client Baby Quest Foundation
BACK TO RESULTS

Annual ID

OS23_CU042M

About the Work

Over 16 million women in America struggle with infertility, but only 30% of U.S. companies choose to include infertility treatment under their health insurance, leaving these women without a chance to bear a child. This is perpetuated by the belief that infertility treatments are an indulgence, not a health necessity. Unable to afford treatments that cost on average $25,000 USD each attempt, finding an employer that covers infertility treatment is usually those women’s only chance to become mothers. However, most companies don’t disclose fertility benefits upfront, and infertility treatment isn’t a topic candidates feel comfortable discussing during job interviews. To pressure employers to add infertility benefits to their health insurance and help those women find the treatment they need, we partnered with HR specialists from around the U.S. to build Fertility Finder; the world’s first online database of companies that offer infertility coverage. Visitors can simply type in the name of a company in our test-stick interface, and the tool reveals if that employer offers coverage. If the result is positive, the tool connects users to job openings in that company in real time. Then, by cross-referencing our proprietary database of fertility-friendly companies with employer’s offices and stores geolocation, we created the first-ever billboard able to test companies in its surroundings for fertility treatment coverage. Launched in Times Square on Women’s History Month, these billboards exposed companies that don’t offer infertility treatment – right where they are – and celebrated the ones that offer this essential coverage. Through this innovative use of data, Fertility Finder is helping democratize access to fertility treatments in the U.S.