CNY Fertility Cheers the Choice logo with blue cursive text on a black background.
Seal with purple border, gold and pink rays emerging from a purple book, with the text 'Best of Semester' and 'Earned Media' surrounding the book, and 'book180' at the bottom.

Egg cell freezing is often done quietly, overshadowed by the engagements, weddings, and baby showers society celebrates.

CNY Fertility is reframing it as a milestone worth honoring—because choosing your own timeline deserves the same recognition as starting a family.

This campaign won book180’s award for Best Earned Media.

A congratulatory sign reading "Congrats! it's a Maybe!" with a blue ribbon and bow, hanging outdoors at a celebration with a table of decorated cookies and glass jars with candy in the background.
Blue keychain with white text that reads, "Party like there's no biological clock."
A flag with the phrase "Property of the Choice" hangs on a white pole near a table with wine glasses, bottles, and floral arrangements, set outdoors with a green landscape in the background.
A welcoming sign with blue and white vertical stripes, a decorative bow at the top, and the text 'Welcome! Here's to Her!' in dark blue font, standing on a metal frame.

THE MAYBE SHOWER

CNY Fertility surprises select patients with their very own Maybe Shower: a baby shower–style party, no baby bump required.

The day is filled with friends, themed décor, gifts and craft cocktails - turning the topic no one talks about into the party everyone wishes they were invited to.

  • Table decoration with a light blue bow, a sign that reads '3 The only thing due is respect', and a bouquet of blue and white hydrangeas.

  • A stack of blue cards with the top card reading 'Not your Grandma's Fertility Plan'.

  • A young woman with long dark hair smiling and wearing a light blue sash that reads "Quietest Girl in the Room," dressed in a white off-the-shoulder dress against a plain beige background.

  • Blue heart-shaped cake decorated with piped icing, ribbons, and pearls, with the message 'Cheers the choice' written on top, placed on a wooden surface.

  • A floral arrangement on a white table with a menu titled 'Cheers the Choice' listing wine, beer, spirits, and non-alcoholic drinks at an outdoor event.

    The only baby shower you can do shots at.

  • Blue cocktail in a tall glass with a small paper umbrella and a straw, on a white table outdoors, blurred background with white flowers and a cake.

    Seggs on the beach

  • A martini glass filled with water and a skewer of four white chocolate eggs, with a blue ‘MAYBE’ banner and white flowers in the background.

    The TBD-tini

A celebration gift box containing a plush yellow elephant, a bouquet of white flowers, a bottle of champagne, and a card from CNY Fertility, with the box lid open showing the message 'Cheers' and floral pattern inside.

MAYBE SHOWER KIT

CNY Fertility offers Maybe Shower Kits: a shower-in-a-box party package.

Each kit comes with décor, sweets, flowers, and credits for snacks or drinks via GoPuff, letting friends throw a Maybe Shower that finally celebrates someone for choosing their future on their own terms.

Invitation and informational card from CNY Fertility for a celebration called "It's a Maybe!" with a blue and white striped background and floral design, along with a brown card titled "Cheers the Choice" explaining egg cell freezing benefits.

DIRECT MAIL

CNY Fertility sends luxe direct mail invitations, inviting women to their own future Maybe Shower.

A light blue gift box with white ribbon illustrations, open to reveal white flowers and a folded newspaper. Inside the box, a card reads 'Choosing yourself is worth flowers too.' Next to the box is a glass vase with white roses, a blue towel, and a card saying 'Feet up. Your future's handled.'

CNY FERTILITY X FRESH SENDS

Within 48 hours of surgery, each patient receives a surprise delivery in partnership with Fresh Sends: a lush bouquet, handwritten card, and cozy socks to mark the milestone.

OOH

Strategically placed OOH where women may be triggered to think about the whole “baby” thing.

A family of four sitting in an airport waiting area with their luggage, next to a large digital sign displaying a humorous message about holiday baggage and family expectations.
A blue park bench with a sign on it that reads "You don't owe the world a playdate. Egg freezing gives you space to choose if motherhood fits." Behind the bench, playground equipment including a slide and swings is visible in a park setting.

CNY FERTILITY X HALLMARK

What better way to mark a milestone than with Hallmark? These cards that help normalize the conversation and honor the choice.

Greeting card with a large pink letter 'N' and a baby wearing a blue bonnet and sleeping on clouds, with the text 'N is for NO PRESSURE'. The card is open, showing a message that says, 'You did something big. Now you get to decide what's next.'
A pink greeting card with a red line drawing of two hands clinking cocktail glasses and a poem about roses, violets, eggs, and rosé wine, inside a pink envelope.

SENDING SHOCKWAVES AROUND THE WORLD

Screenshot of a news article headline from The New York Times about a fertility shower in CNY that humorously comments on how womanhood in your 30s is perceived.
Text-centered graphic with the headline 'After years of celebrating everyone else's milestones, CNY Fertility gives these women one of their own.' includes the TIME logo and a date of November 3rd, 2026.
Event announcement with gray background, titled "STYLE" in light gray, and headline "Why the Maybe Shower might be the most honest party ever" in black. Date and time "12:00 pm Oct 3rd, 2026" in red. Publisher "The Cut" in black at the bottom.
Screenshot of a Twitter post by Sophie M. with a comment about her facial expression and a thank you message to CNY Fertility.
Screenshot of a tweet from Mads T. saying 'My uterus is off the clock and on the dance floor.' with hashtags #maybeshower, along with Twitter engagement metrics.
Twitter message from Mattie P. reads: 'This Maybe Shower is the first shower she's ever had with her name on the banner,' with a winking emoji.
Screenshot of a tweet from Marles R. about a May 29 event involving eggs and a shower, with some emojis.

ART DIRECTRESS: Ms. Marley Rubin

COPYMEISTER: Mr. Matthew Petersen