work | Makenna Crocker

Book no.1

A White Paper to
the Fertility Industry

A White Paper to the Fertility Industry

A few years ago, I began noticing a trend– a lot of lesbian and queer social media influencers were sharing their in-depth fertility treatment experiences.

One common complaint occurred: they didn't have this information readily available to them through doctors, clinics, online resources, etc.

In my Advertising and Brand Responsibility Master's program, I decided to dive deeper into this issue– why does this happen? What should be done to make knowledge and care more accessible to all? From that research came this white paper.

(Note: you can expand the PDF view by clicking the >> at the top right corner.)

Brand Responsibility in Queer Employee Fertility Benefits

Problem

Lesbian and queer employees lack fertility coverage due to their employer's insurance policy, leaving unmet needs within this demographic. Brands need to address this gap in benefits, as fertility treatment remains essential for conceiving among these employees. The absence of fertility coverage sets LGBTQ+ employees apart and results in a significant financial burden.

Solution

Brands possess purchasing power with insurance companies. When selecting health insurance, holistic consideration is crucial to ensure coverage for all employees, not just the majority. Engaging employees to identify preferred coverage and researching companies and plans is invaluable.

Richardson

Social Media & Paid Ads

The images above are a few examples of simple yet powerful social posts I've created through photography gathered by our photographer.

I filmed and edited the videos above to then create targeted paid Meta Ads that ended up helping up sell out of caps at THE PLAYERS Championship in May 2024.