The F Word...Fertility?

I guess in most cultures Fertility is still a taboo topic, but the idea of running at the sound of the word is so foreign to me.  I have been walking around various events downtown and stopping at local spots near the various FCI locations sometimes before I finish the word Fertility people have already turned the other way.  I guess to some it's still a dirty word!  Don't get me wrong some conversations of reproduction will still make me blush at 30, but all I'm trying to say is "Hi I'm from the Fertility Centers of Illinois...let me share this great opportunity with you."...but oh no it's like I am trying to give them the plague through my words.  I end up just handing them the information or whatever we have to give away and just letting them figure it out on their own, in private.  This is disappointing since I have a lot to say and feel as though if they would just hear me out they would see the great experience that I see!  Don't get me wrong, not everyone that I've met has been this way...in fact more have welcomed my words, asked questions and show strong interest, but still I can't understand why the simple word Fertility turns so many way.  Please help me understand and any suggestions about starting such a conversation are welcome.