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One winner, Melissa Costa-Lac, had endured three failed adoptions, five miscarriages and the stillbirth of a full-term baby boy. When she found out that she and her husband had won, she was so overwhelmed that she pulled over to the side of the road on her drive home, put her head on the steering wheel and cried. The song playing on the radio during what she called “that amazing moment”: “Perfect,” by Pink.

Another winner, Emily Heaton, experienced six failed IVF pregnancies in three years, her belly bruised from the dozens of injections required for infertility treatment. Heaton, 30, a hospital aide, and her husband Jimmy, who is stationed at Marine Corps Base Camp Pendleton in California, considered surrogacy and adoption, but not giving up. So when Heaton learned about the Sher Fertility Institute’s contest for a free round of IVF, she and her husband decided to enter.

The Sher Fertility Institute is a network of clinics headed by Dr. Geoffrey Sher, a South African transplant to Las Vegas who calls the IVF giveaways a “real...