The campaign kick-off included an event to celebrate Northwell's new state of the art fertility lab located on the Upper East Side of New York City. In an effort to further educate women that reside in the New York Tri-State area about Northwell's capabilities, Talent Resources also sourced and secured 22 additional regional influencers to attend the carnival themed evening with a variety of games, each with an educational mission. The regional influencers amplified the brand's messaging including the journey that Jaime King also shared over the course of the campaign.