Would it be awkward to have a conversation about sperm donation? In Australia, most likely. Fertility provider, Adora Fertility, and Chisel are hoping to turn that around.

Because “awkward” has given Australia a donor shortage.  

The campaign, No Awkward, uses the humour of the classic entertainer – awkward family photos – to break the ice.

“We want to reframe sperm donation as the generous and life changing act it is, rather than something people feel uncomfortable discussing,” stated Adora Fertility CEO, Vanessa Ferguson. 

“We knew a traditional, clinical approach was unlikely to shift behaviour on something as important as sperm donation. The campaign needed to be bold, a little uncomfortable and amusing because if we can’t get people talking, we can’t get them donating.”

Chisel co-founder, Zak Kaczmarek said the creative idea was grounded in the very human awkwardness surrounding the subject, which provided a disarming way to begin the conversation while still respecting the significance of the decision.

“This campaign is a great example of what can happen when a client is prepared to be brave. Adora trusted the process, embraced new ideas and approached the subject honestly. They trusted us to create something that would get noticed, get people talking and, hopefully, get more men to seriously consider the profound impact they could have by donating,” he commented.

The campaign aims to boost sperm availability to give IVF couples a greater choice of donors, reducing the reliance on overseas sperm banks which add unwanted time and cost to the process. 

Adora Fertility head of marketing, Mandy Cooper, commented, “Chisel found a way into a conversation that many Australians find awkward, while keeping trust, transparency and responsibility at its heart. At Adora, we see the profound impact fertility treatment and donation has on individuals and couples whose gratitude speaks volumes. Donating sperm changes lives. We hope this campaign gets people talking openly about donation and encourages more men to learn about donation and what becoming a donor involves./

The No Awkward campaign will roll out across TV, out-of-home, social and digital channels.