OBJECTIVES:: Men and women use a variety of coping strategies to manage stress associated with infertility. This study is aimed to research the effect of counselling on couples adjustment to failed assisted reproductive technologies (ART). METHODS:: Study was based on Semey Region of Kazakhstan. The sample was consisted of 85 couple: failed cases 46 and success cases 39. Tools used for data collection consisted of FertiQoL tool and Ways of Coping Questionnaire, follow up card and EX-PLISSIT model for counselling program. Sociological survey included both filling in the questionnaire and interview with respondents. For relevant statistical analysis Excel and SPSS tools were used. RESULTS:: Results revealed that couples included in the study ranged between 23-48 years, with a mean age of 32.14±2.896 years for women and 36.98±3.526 years for males. 68.1% of female were the cause of infertility, and 89.9% of couples had a previous trials of ART. In relation to coping strategy, for women at least, taking direct action appears to be effective if it is associated with some degree of acceptance of one's position. For males, the picture is less clear, though direct action and acceptance again appear to be effective coping strategies. Males scores were significantly lower than before counselling with regard to passive avoidance strategy with t=2.16, and females scores were significantly higher than before with regard to meaning-based strategy with t=3.96. CONCLUSIONS:: The study identified key gender differences in how men and women cope with infertility and counselling effective on couples' adjustment to failed ART. The establishment of educational programs help to answer their questions and different coping strategies with failed ART trials.