There has never been a fertility clinic campaign like this (and there have been very many of them in the last few years). It’s fun. It’s bold. It’s very brave.
The campaign by CHE Proximity for Genea Fertility aims to overcome the stigma that still exists about IVF and change the conversation about conception. According to the Australian & New Zealand Assisted Reproduction Database compiled by UNSW using data from all fertility clinics, almost one in 20 children are conceived via IVF. Despite this, when the question of where babies come from is asked, society defaults to the story of heterosexual couples who conceive naturally. This leaves many IVF patients, and the one in six people who struggle to conceive naturally, feeling they can’t talk openly about their struggles.
CHEP’s Genea Fertility brand platform, Where babies come from, is led by a gorgeous children’s book and an intentionally provocative animated film, set to Salt n Pepa’s bouncy hit, Let’s Talk about Sex.
Both present IVF as the other way to get pregnant when sex isn’t working or isn’t possible.
Read the book:
Genea Fertility head of brand and marketing, Nicole Papoutsis, explained, “The need for us to step outside the category norm was so strong that it was going to take a provocative idea to get the job done. We had two major hurdles – smashing the taboo around infertility and also differentiating Genea in a bland and undifferentiated market. This was more than just a campaign, this was about intentionally breaking the mould to drive a change in the conversation around infertility and IVF.”
Richard Shaw and Jeremy Hogg, creative directors at CHE Proximity, added, “We knew going into the project we wanted to tell everyone’s story in an honest but fun and fresh way. In the film, we acknowledge people have a lot of sex before seeking help from Genea. And ultimately, IVF is just a different kind of sex resulting in conception. The book addresses the same journey but in a way children can digest and IVF kids can feel special about.”
The campaign is running across earned, social, and digital channels including BVOD.
