Virtus Health is putting out a call to men’s balls. It needs them to lend “a hand” to help address the nation’s critical shortage of sperm donors.

Agency, Cocogun, has recognised that gaining men’s attention is tricky in advertising. But talking to their balls? That, they will watch.

Cocogun has teamed up with Virtus Health – Australia’s largest IVF provider, including IVFAustralia (NSW), Melbourne IVF (VIC), Queensland Fertility Group, and TasIVF – and Mica Studios to talk to men in a way they won’t ignore. Call to Balls is a light-hearted and highly disruptive take on a serious issue with its tongue-in-cheek Churchillian ‘your nation needs you’ tone It aims to tug at men’s sense of compassion, empathy, and love of their country, urging them to ‘roll up their sleeves’ and ‘boost the w@#kforce’.

The playful tone was deliberately chosen to engage the audience, with testing showing that quips about ‘the w@#kforce’ being at their lowest ebb in years and encouraging men to ‘come w@#k for us’ seen as the most powerful way to get this important message through to the audience. Behind the campaign is research including a survey of 1,011 men which found that while most Australian adults know at least one person or couple struggling with fertility, only 6% of men had donated sperm, highlighting the need for a bold creative to lift consideration.

Independent interviews with past donors uncovered that limited understanding about the sperm donor process, lack of financial compensation, and changes to anonymity laws are key barriers to donating. However, altruism – helping others experience parenthood – remains a strong motivator. Past donor research shows that, like donating blood, this small but important act can have a monumental impact.

Virtus Health chief marketing & experience officer, Jane Power, stated, “We intentionally made our Call to Balls big, bold, and difficult to ignore as we urgently need more donors, and greater consideration, to reduce delays for couples and individuals seeking to become parents. The bold creative is underpinned by independent research and sector insights. Every day we see women and couples facing the heartbreak of delayed or impossible family-building because donors are in short supply.

“Importantly, the campaign is grounded in responsibility, directing potential donors to an evidence-based website where they can fully understand what sperm donation involves. Donating sperm is a serious decision with long-term implications, and should only be made with proper understanding, time and support to make an informed choice.”

Cocogun creative partner, Ant Melder, added, “The situation is dire. This isn’t a time for Aussie men to sit back, we need them to lean in and lend a hand. To get the numbers back up to where they need to be, we need people w@#king around the clock. If you’re male and aged 21-46, please think about rolling your sleeves up and doing something important for Australia.”

David Longden of Mica Studios, commented, “Being given the opportunity to execute a project for a great cause like this is a dream come true for any creative. On first read of the script, our team was giggling – but the significant message was obvious, and we were delighted to be a part of the project. Men, it’s time to act, lend a hand and boost the w@#kforce!”

The campaign is running in cinema, radio, online, social and radio.

Credits:
Client: Virtus Health
Chief Marketing & Experience Officer:  Jane Power 
Marketing Communications Manager: Laura Lock
Marketing and Campaigns Manager: Jasmine Ichallalene
Head of Donor Program: Phuong Chandler
Partnerships Manager: Rebecca Featherstone 

Creative Agency: Cocogun
Creative Partner:  Ant Melder
General Manager: Emily Hahn
Art Director: Shanice Schiffler 
Copywriter: Julian Andrews
Brand Director: Mollie Starr                               

Production Company: Mica Studios
EP, Producer, DoP, Editor & Colourist: David Longden  
Director: Charlton Schneider 
1st AD: Jacques Ross  
HMU: Jessie Whiting
1st AC: Danielle Payne
2nd AC: Gemma Baker 
Gaffer: Aaron Ashwood 
Best Person: Benjamin Riley 
Sound Mixer: Dylan Frost       
Sound Design: Luke Fuller
Lead Actor & Voice Actor: Samuel Dawe 
Supporting Actor: Max Cattana
Sound Engineer (radio): James Heathwood