“Inside every hero there are millions more,” is how Core is enticing men to donate sperm for IVFAustralia and Melbourne IVF.

The ads also feature emergency service workers including fire fighters and surf life savers because their job is associated with having a selfless nature. They save the lives of others. Sperm donors create lives for others.

IVFAustralia and Melbourne IVF are part of Virtus Health, the leading fertility services provider in the country that has been responsible for the creation of over 50,000 Australians over the past 30 years. Core has been working with IVFAustralia since 2012.

The new campaign will run on social media channels that target men. Sperm donation in Australia is an altruistic act, and there is currently a shortage of donors across the country. The reasons for people needing to access donor sperm are varied, and include heterosexual couples having difficulty conceiving because of a male reproductive issue, single women and women in same sex relationships.

Christian Finucane, creative partner at Core commented, “We’ve been working with IVFAustralia for a number of years and it’s great to get this new campaign out there to help drive sperm donation. We had great fun coming up with the campaign, and it’s testament to our collaborative relationship that they back this kind of creative work.”

Campaign Credits:

Client: IVFAustralia

Marketing Manager: Hayley Dodman

Agency: Core

Creative Partners: Christian Finucane & Jon Skinner

Copywriter: Anthony Ortuso

Art director: Jari Kennedy

Designer: Kent Stewart

Business director: Jane Callister

Account manager: Lucy Almond

Photographer: Billy Plummer