Modern Fertility is a company challenging the norms of fertility testing, getting rid of the stigma of clinics and spending an insane amount of money. Modern Fertility created an at home blood test, allowing the everyday woman to take her fertility into her own hands, and be her own doctor. Throughout my print ads I used this tagline “Be Your Own Doctor” and headlines that allow the consumer to place the product in their hands. Modern Fertility is targeted towards busy young women who are finishing college, starting a career, and not quite sure what they want to do with their fertility. Modern Fertility give them the chance to know their options.