“Always in Awe” depicts and celebrates every stage of authentic reproductive journeys—the good and challenging—while marveling at the wonders the female body conducts in a heartfelt spoken-word poem. "I am in awe of you," begins poet, Jae Nichelle. "Awestruck by your body, awestruck by all the things it can do. So let's take a moment to celebrate all the moments." What follows is a flurry of raw and honest depictions of the reproductive process, from IVF injections and pregnancy tests to stretch marks and C-section scars. These moments are vividly captured in a mixed-media approach that blends real UGC with footage captured by director/photographer, Brianna Roye. In sixty seconds the film reflects the ups and downs of women’s journey, from conception to miscarriage and menopause, building in pace to a striking moment that states, “Because all are extraordinary. Imagine if you always saw yourself that way.”

Launched by women in 2019, Natalist was one of the first fertility brands to offer a one-stop shop for at-home fertility and pregnancy essentials. But the market quickly became oversaturated with brands clamoring to put women on the path to motherhood. Moreover, women are united in the fact that they feel significantly disconnected from themselves when it comes to their sexual and reproductive health.

So how does a reproductive health company increase brand exposure and relevance in a category that primarily focuses on the baby rather than the woman? By illustrating the lived female experience and inviting women to see the entirety of their reproductive path as profound and worthy of reverence.

Since the campaign launch in mid-October of 2022, we received a total of 408M impressions. We’ve also seen a 39% increase in total sales on Natalist.com, 12% increase in website session from organic search, and a 29% increase in e-commerce conversion rate.

At a pivotal moment for the women’s health movement, and following the reversal of Roe V Wade in the US, Natalist wanted to lionize women in pursuit of their sexual and reproductive prowess and remind them that their reproductive system is something that should be celebrated, not debated.