Louise Brown, the world’s first baby conceived through in vitro fertilisation (IVF), is leading a campaign to make fertility treatments such as IVF more accessible and affordable. The campaign, called ‘More Joy’, has been set up by the International Federation of Fertility Societies (IFFS) in response to falling fertility rates globally. It seeks to provide everyone with the freedom to decide if and when to have children. The IFFS represents over 65 fertility societies affiliated with the United Nations, including 50,000 healthcare professionals and scientists in the sector. The goal of the ‘More Joy’ campaign is to make fertility care more accessible and equitable, whilst educating people about infertility prevention and healthy family planning.