Health tech innovators Ava Women are dedicated to bringing reproductive health into the 21st century, with wearable technology that delivers insight to the user about their fertility within a detailed picture of general health. instinct was tasked with launching the groundbreaking Ava Bracelet to the UK market; setting the scene for proprietary sensor technology and clinically tested data science to dispel the confusion around fertility.

While women often share life matters with friends and family, they won’t always open up about the heartbreak of trying unsuccessfully for a baby. This lack of communication can leave many feeling alone in struggling to conceive, unaware of a world of women in the same position. Our ‘Talk About Trying’ campaign broke the silence: with the help of ITV This Morning’s Dr Sara Kyatt, we asked 2,000 UK women to share their experience of trying to get pregnant. With a National and Regional broadcast day kicking off the start of the campaign, an infographic showcasing the top results from the survey and a detailed press release going far and wide to print and online publications this campaign really resonated with UK audiences and helped propel AVA Women into the UK hearts and minds.


We amplified their stories in a national UK broadcast day with Dr Kyatt, with 152 national and regional radio stations including Sky News Radio (SNR) devoting 2 hrs 13 mins of airtime to the story – with an audience reach of 48 million. We also featured our first ever UK Ava babies, born during the campaign. The activity generated 46 pieces of national and regional coverage; print and online, increasing sales by 100% and hitting 121% of KPIs.