Thinkhouse designed the Myfertility.ca website and promotional materials for Organon Canada. With sensitivity regarding the issue of infertility, it was important not to rely on "the promise of babies". Fertility treatments cannot guarantee successful conception.

We decided to focus on the experience of the couple, emphasizing that there are a number of options that help couples with the experience of fertility treatment.

The posters and brochure used a play on words to illustrate how simple misconceptions can influence a couples’ ability to conceive.