Fertility Matters Canada – Canadian Fertility Awareness Week (CFAW)

Project Scope

Event marketing & strategy
Logo design & visual identity
Graphic design services
Social media management
Email marketing
Content creation & copywriting
Influencer marketing


Fertility Matters Canada

Redstone Agency Takes CFAW’s Marketing to the Next Level

Marketing an event shouldn’t be a nightmare. Here’s how our team of experts enabled Fertility Matters Canada to impact a quarter of a million people for Canadian Fertility Awareness Week.

Fertility Matters Canada (FMC) is a national organization that helps Canadians reach their reproductive health hopes and dreams by providing support, awareness, education, and advocating for equitable access to fertility care. Each year, FMC hosts Canadian Fertility Awareness Week (CFAW), an annual campaign across Canada that elevates the conversation around fertility and increases awareness, education, and access to fertility care in Canada. This year, FMC relied on Redstone for the development and execution of this campaign.

Support included (but was not limited to): Defining the campaign, project management, marketing strategy, content planning and creation, social media marketing and community engagement, development and publication of an eBook, awards program development and execution, web copy and updates, email marketing, influencer marketing, podcast management, and more.

Redstone was approached by Fertility Matters Canada (FMC) in January 2023 to request full-scope marketing support for CFAW. As a charity, it was important for FMC to engage Redstone’s team of experts to support their capacity and make a strong impact on their community. FMC’s goals for this week-long campaign included impacting 100,000+ Canadians online, driving traffic to the CFAW website, and providing exceptional education to the fertility community and public. Redstone developed a comprehensive strategy that leveraged unique channels and creative approaches to support their organic marketing efforts (as budget was unavailable for paid advertisements).

Our team worked closely with the client to define their theme for this year and develop a workback schedule. We then created a robust marketing strategy that included a new logo and podcast, content marketing plan (which included their first-ever eBook), email marketing, community management, and influencer marketing. We also developed an awards program to honour those making an impact in this space.

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