News reporting on reproductive medicine has historically been shaped by the multi-billion dollar, profit-driven ‘fertility’ industry. That is now changing. In recent years I’ve joined others in speaking out about the lesser known impacts of ‘fertility’ medicine. We hope to highlight the challenges inherent in transitioning from the once hopeful days of trying to conceive. With greater understanding of the trauma that accompanies IVF we hope to achieve reform and better oversight of the industry. We also want to shed light on the emotional and social difficulties that accompany infertility. In doing so, we hope to make it easier for the patient/consumers facing difficult decisions and better equip them to accept a life different from the one once envisioned.