Surrogacy Marketing in Los Angeles
By Elen Gasparyan
I’m a Creative Director specializing in surrogacy marketing, and over the past few years, I’ve learned that promoting surrogacy isn’t about recruitment — it’s about relationship.
Marketing Where Human Stories Come First
When I first started working with surrogacy and fertility agencies, I quickly realized how disconnected traditional marketing approaches were from the real emotion behind the process.
Most campaigns focused on “sign-ups” or “benefits,” treating surrogacy like a job listing.
But surrogacy isn’t a transaction. It’s one of the most intimate, emotional, and transformative journeys a woman can experience.
So I shifted the narrative. Instead of creating ads, I began creating stories.
Stories that highlight the why behind a woman’s choice to become a surrogate.
Stories that show intended parents not as clients — but as people building a dream.
Stories that build trust before anything else.
From Emotion to Strategy: The C.O.S.M.O.S. Method™
I wanted a system that would protect that emotional integrity while still delivering measurable results — something structured, not guesswork.
That’s how I built the C.O.S.M.O.S. Method™, a six-phase creative system that transforms emotion into strategy:
Clarify. Observe. Shape. Materialize. Orchestrate. Survey.
Every campaign begins with understanding — listening to real stories, capturing genuine moments, and then shaping them into content that resonates.
It’s not about manipulating emotion; it’s about honoring it with precision.
Joy of Life: The Campaign That Changed Everything
When Joy of Life approached us, they wanted to reach more women — but they didn’t want to sound like recruiters.
They wanted to connect.
We built campaigns like “Why I Said Yes,” “The Sisterhood Series” — content that invited real women to share their experiences in their own words.
Those stories didn’t just go viral. They started conversations.
They built a community where surrogates felt proud to share their journeys.
That’s when I knew: the future of surrogacy marketing isn’t about selling — it’s about seeing.
Why Los Angeles Is the Perfect Backdrop
Los Angeles is a city of stories — and that’s why it’s the perfect place for this kind of work.
It’s where technology, emotion, and culture collide.
From the creative studios in downtown to the family-focused communities in Pasadena, LA offers the energy and diversity that make these campaigns truly universal.
Surrogacy marketing here isn’t just about California — it’s about connection everywhere.
And being based in LA means working with teams, videographers, and storytellers who understand how to translate emotion into visuals people remember.
Redefining What “Marketing” Means in Surrogacy
At the end of the day, I don’t see myself as someone who “markets” surrogacy.
I help tell the stories that humanize it.
Because every woman who says yes deserves to be represented with sensitivity and respect.
And every agency that partners with us deserves to see that real connection brings real results.
That’s what I do —
I build strategy from empathy.
I turn emotion into structure.
And I help brands in one of the most sensitive industries in the world find their authentic voice.
Elen Gasparyan is the Creative Director and Co-Founder of Davel Creative Agency, based in Los Angeles. She’s the creator of the C.O.S.M.O.S. Method™, a six-phase marketing framework recognized for transforming emotional storytelling into measurable impact. Her work with surrogacy agencies like Joy of Life has been featured in Forbes, LA Weekly, Woman’s World, and Women in Business Magazine.