Zita West, pregnancy adviser to A-listers including Kate Winslett and Cate Blanchett, who is also backing the campaign, said: "Women need support at all ages before they conceive. Forget those myths and old wives tales, we are going to be telling it how it is when it comes to fertility. You prepare your body for a marathon so it makes sense to prepare your body for having a baby. This campaign is long overdue."