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Special Project

Special Project

Progyny x Family Equality 2023 Pride Social Campaign

Entered in Social Movement Campaign


At Progyny, we partner with leading employers to provide access to inclusive family building benefits, including IVF, adoption, and surrogacy, which are crucial for the LGBTQ+ community. In a recent survey we conducted at Progyny, we found that 68% of LGBTQ+ individuals with employer-sponsored coverage are unable to access it since they’re severely restricted by policies that require a medical diagnosis of infertility (6-12 months of unsuccessful, unprotected heterosexual sex). Our survey also found 77% of respondents wanting to expand families worry about costs.

These findings underscore the urgency for action. As our CEO, Pete Anevski said, 'Love knows no bounds, and every family deserves support and acceptance.'

In June 2023, we joined forces with Family Equality, a non-profit dedicated to supporting and advocating for LGBTQ+ families, for an organic social media campaign. We encouraged our social community to like, comment, save, and share our LinkedIn and Instagram posts to help us spread awareness of the family building hurdles faced in the LGBTQ+ community, and raise funds for Family Equality.

Our posts highlighted the work done by Family Equality and encouraged others to spread more information about this cause. For every engagement, we donated $1.00 towards Family Equality that will be used to provide financial assistance for adoptions, surrogacy or treatments to help advance equality for LGBTQ+ families. We hit our goal of $10,000 in only two days' time.


Our commitment to the LGBTQ+ community led us to create a dynamic campaign for Pride Month — one that not only celebrated and uplifted LGBTQ+ individuals but also shed light on the inequities they encounter in their family building journeys.

In collaboration with Family Equality, our campaign aimed to make a tangible difference.

We first conducted a survey of nearly 1,000 LGBTQ+-identifying individuals asking questions as it related to their family building goals and access to the resources and treatments they need.

Following, we used these insights to create compelling social posts, spotlighting the inequality faced by LGBTQ+ families who are trying to build their families. Alongside this, we unveiled a fundraiser designed to create tangible transformations in the lives of those we aimed to support.

We wanted our community to engage with our posts to expand their reach and with every like, comment, share and save, we pledged a $1.00 donation to Family Equality, hoping to reach our $10,000 target throughout June.

Our campaign achieved its goal within two days and through this initiative, we heightened awareness about the resources available for the LGBTQ+ community, made a strong public stance about our support, and contributed back the non-profit to help fund projects and initiatives.

The donations were made to Family Equality to host pivotal community events, drive policy shifts, and offer indispensable financial support to LGBTQ+ families.

For every interaction and every dollar donated, we hope to create a brighter, and more inclusive future.


Within the first two days, we received a total of 3,960 likes, 515 comments, 1,024 shares, and 559 saves on our LinkedIn and Instagram posts. We were able to donate $10,000 almost immediately to the organization. This level of engagement was particularly unexpected since our Instagram page had only been launched three months prior.

We recorded over 113,000 organic impressions and nearly 7,800 organic engagements in June on LinkedIn and Instagram.

Building on this positive response, we have continued to share valuable resources to assist individuals on their family building journey. Additionally, we have guided them to advocate for comprehensive and inclusive benefits at their workplace. These subsequent posts have also been well received.

Below are a few examples of the positive feedback we received throughout this campaign:


  1. Thank you for doing this to support @familyequality ! I used a lot of their resources on their website to put together a proposal to my employer to expand our Progyny benefits ๐ŸŒˆ๐Ÿ’
  2. We are so thankful for your support! Every dollar makes a difference in our work to ensure everyone can experience the unconditional love and belonging of family. ๐Ÿ–ค๐ŸคŽโค๏ธ๐Ÿงก๐Ÿ’›๐Ÿ’š๐Ÿ’™๐Ÿ’œ๐Ÿฉต๐Ÿค๐Ÿฉท
  3. LOVE THIS!! ๐ŸŒˆ๐ŸŒˆ๐ŸŒˆ๐ŸŒˆ
  4. Love this! Thank you for supporting our families.
  5. Thank you for this action, it’s so needed ๐Ÿ‘


Entrant Company / Organization Name

Matter Communications, Progyny, Inc.


Entry Credits