In order to win free IVF treatments worth about $20,000, the 45 couples had to produce videos explaining why they deserve the treatment.
A panel reduced that number to six and let the public pick the winner on Facebook.
"Think of it as when you're a child. You play house, you know, you play mommy and so it's something that I want a lot," contestant Emily Heaton said.
Emily's video was a winner. The clinic's director ended up deciding to provide free, advanced IVF treatments to three couples.