Genea – Where Babies Come From

Genea Fertility, one of Australia’s leading providers of assisted conception treatment, including IVF and egg freezing, has launched a new brand platform, ‘Where babies come from,’ in collaboration with CHE Proximity.

 

 
One in 20 children is conceived by IVF. Despite this, IVF is still stigmatized, leaving people with fertility issues feeling they can’t talk about it. So CHE Proximity Sydney made IVF as natural as sex. The campaign launched with a fun yet deliberately provocative film to drive the conversation. The strategy wasn’t to sanitize it for broadcast standards but to release it directly to IVF patients past and present, empowering them to share it socially. Many of them broke their IVF silence for the first time.

Credits
Advertising Agency: CHE Proximity Sydney
Client: Genea Fertility
Campaign: Where Babies Come From
Country: Australia
Tags: IVF, In vitro fertilization, Fertility, Health & Wellness, Digital Film, Awareness & Advocacy, Illustration, Animated Film