Mumbai: In an effort to dismantle prevailing misconceptions surrounding fertility and assisted reproductive technologies, Apollo Fertility has launched its latest awareness campaign, ‘#GuessTheIVFBaby’. Timed around World IVF Day, the campaign challenges the stigma around In Vitro Fertilization (IVF) by asking a simple, powerful question: Can you really tell who’s an IVF baby?
The initiative is designed to normalize conversations about IVF and eliminate widespread myths, while encouraging timely interventions through science-backed reproductive options. The multi-city campaign will be rolled out both on-ground and digitally across 12 cities, with active engagement at all 22 Apollo Fertility centers nationwide.
Nishant Mishra, Chief Marketing Officer, Apollo Health and Lifestyle Ltd., said, “In today’s evolving landscape of reproductive health, our commitment at Apollo Fertility goes beyond providing medical solutions; it’s about empowering lives through informed choices. The #GuessTheIVFBaby campaign isn’t just an initiative; it’s a critical response to the pressing need for accurate information and empathy surrounding fertility treatments. We believe that by dispelling myths and fostering open conversations, we can help individuals and couples navigate their journeys with confidence and hope. This campaign is a testament to our dedication to not only advancing fertility science but also building a more supportive and understanding community for everyone on their path to parenthood. “
Building on the success of past campaigns like “Score Over Infertility” and “Think Equal”, Apollo Fertility continues to champion early screening, gender-neutral dialogue, and timely consultation. The Score Over Infertility campaign alone has facilitated early diagnosis and counseling for over 4,000 couples.
As part of #GuessTheIVFBaby, Apollo Fertility will also conduct sessions on crucial topics such as PCOD, egg freezing, early screening, and more, helping couples make informed decisions regarding their reproductive health.
Dr. Vijay Agarwal, Director of Medical Services, Apollo Health and Lifestyle Ltd., emphasized, “At Apollo Fertility we firmly believe that the fundamental health and developmental trajectory of a child are not dependent of their conception method. There’s a persistent, unfortunate gap in public understanding regarding Assisted Reproductive Technologies (ART), particularly In Vitro Fertilization (IVF). This often creates significant psychological burden, including stigma and unwarranted anxiety, for individuals and couples pursuing fertility treatments. The campaign aims to shed light on the scientific reality of IVF and how a baby conceived through IVF is just as healthy, just as ‘natural.”
The campaign also gains urgency in the context of the recent United Nations report, which flagged India’s declining Total Fertility Rate (TFR) at 1.9—below the replacement rate of 2.1—with a notable dip in southern states. Amid this backdrop, #GuessTheIVFBaby aims to foster awareness and acceptance of fertility treatments while reducing the social burden associated with IVF.
