1 in 20 children are conceived by IVF. Despite these numbers, it’s still stigmatised, leaving people with fertility issues feeling they can’t talk about it. Genea, Australia’s leading IVF clinic, wanted things to change. So, we rewrote the story of Where Babies Come From to make I.V.F as natural as S.E.X.
We made a film for adults, a book for kids and gave Genea’s brand a joyful, sexy overhaul.
Often people experiencing infertility do so in silence. We wanted to change this so to help people share their IVF journeys we wrote milestone cards and made them freely downloadable for anyone to use.
Genea’s branding wasn’t always so playful. Before launching the campaign, we rebuilt the brand from the ground up. We changed their brand line to ‘Genea. Where babies come from’ - an empowering message that began to shift the perception that babies only come from natural conception. Then we had some fun rolling out their new look, and friendly TOV, across everything from balloons to bandaids, business cards to brochures.