UK charity Fertility Futures Project is seeking to challenge fertility misconceptions and bring fertility education into everyday life, with nationwide creative campaign developed to coincide with this week’s National Fertility Week.
At the heart of the “Know Your Window” activity is a 10-question quiz that challenges common fertility misconceptions, with clear explanations and further reading.
Question-led creative invites audiences to reconsider what they think they know, before directing them to the quiz through the charity’s website. The campaign carries the line: “Know your Window. Know the facts. Own your future.”
Supported by out-of-home media partner Talon, the campaign is running across 4,000 digital screens in bars, 790 digital six-sheet screens in 370 gyms nationwide and roadside digital 48-sheet sites, taking fertility questions into everyday spaces where young adults spend time.
Gym activity will run until November 15 nationwide across venues including The Gym Group, Bannatyne Health, Fitness4Less and Everlast. Digital advertising will extend the campaign online during National Fertility Week, alongside roadside digital sites nationwide.
The OOH and digital activity will be supported by a coordinated programme of influencer content, PR and activity across FFP’s own social channels, designed to bring fertility into everyday conversations and encourage people to take the quiz, share what surprised them and pass it on.
From egg freezing to IVF and the challenges of balancing careers and family plans, fertility is increasingly becoming part of the public conversation, yet discussion often centres on treatment and preserving fertility, with less attention paid to the basic knowledge people need much earlier in life.
The campaign is based on findings from Fertility Futures Project’s latest research report, the Fertility Knowledge Index 2026, which exposes a nationwide gap between how much people think they know about fertility and their actual understanding.
While the findings highlight a national need for better fertility education, Know Your Window prioritises young adults, particularly those aged 18-25. Its aim is to build understanding long before people are considering starting a family, making fertility a natural part of future planning.
Fertility Futures Project founder Louise Johnson said: “We plan for our careers, finances and fitness, yet fertility is often missing from the conversation. Know Your Window brings it into everyday life – from the gym to the pub – with questions that make people stop, think and test what they know.”
Professor Joyce Harper, Professor of Reproductive Science at UCL, Education Advisor, Fertility Futures Project, added: “Too many people are reaching the point of thinking about a family without the fertility knowledge they should have had much earlier. Fertility isn’t something you suddenly need to understand when you want children. There are vitally important things people must be aware of long before then.
“That’s why Know Your Window matters. It gives young people an opportunity to challenge misconceptions and make more informed decisions about their fertility and future.”
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