When the first IVF baby was born in 1978, IVF was a “strange” new technology. The babies born were considered miracles. Now, in Australia, approximately 1 in 16 babies born every year is conceived through IVF. Australian fertility clinic, Genea, that has been helping to make babies for forty years, is among many companies advertising their skills in making babies happen. These ads are usually “clinical”, promising the company’s expertise. Genea has introduced a new emotive trigger. It explores the joy of success, the “what happened next?”

The campaign Chanegemakers – Changing thousands of lives, was created by indie agency, Momentum. It does something fertility advertising has rarely attempted; it follows the lives forward. Not the moment of a positive test or the image of a newborn, but the families, futures and generational change that a single decision in a clinic room made possible.

The campaign emerges from Momentum’s consumer research insights with people across every stage of the fertility journey which found that for many, the future feels suspended – held in a kind of protective uncertainty that makes imagining life beyond having a baby feel too risky to attempt. Fertility advertising has traditionally reinforced that suspension, anchoring almost entirely on the promise of conception and leaving patients in the place they most want to move beyond – waiting.

Genea’s response was to move the frame, while staying firmly grounded in what it has always done. The campaign sits alongside Genea’s long-standing commitment to delivering among Australia’s highest IVF success rates, extending the conversation rather than replacing it. The brand promise that has guided the clinic for four decades – no better chance, no greater care – has always meant both the clinical outcome and the human journey surrounding it. Changemakers is the first time Genea has put those two ideas on screen together and let real people show IVF success.

The hero film, produced by Blunt Gorilla and directed by Arka Das, was shot in a minimal photographic studio. Every person featured, babies, children, adults, parents, doctors and clinic teams, are all genuine Genea families or staff. The film culminates in a mosaic of Polaroids, each one a life, assembling into a collective portrait of what nearly 40,000 looks like when it stops being a number. 

The campaign is running Australia-wide across BVOD, YouTube and Meta, managed by newly appointed media agency, Sparro by Brainlabs. The choice of channels is deliberate. Fertility is a deeply personal subject, and digital environments are where people most often begin that research, privately, on their own terms. Reaching them there, with content built around genuine human stories rather than clinical language, reflects the same instinct that shaped the campaign itself.

Jen Peace, managing director at Momentum, stated, “Fertility advertising has traditionally focused on the moment of conception – understandably, because that is what people are hoping for. We wanted to help people feel safe enough to believe in something bigger – to imagine the wonderful change that will extend far into their future. It is about expanding that frame, from a single moment to a lifetime of possibility. By showing the real humans who exist because of Genea, we are not just telling success stories, we are helping people see what belief looks like.”

Tanya Rivera, general manager, marketing at Genea, added, “Genea has been helping build families for forty years. That history is not a backdrop – it is the evidence. The people who walk through our doors are carrying something enormous – hope and fear, often at the same time. What this campaign does is show them what forty years of care at that level has made possible – not a promise of what will happen, but a picture of what has.”