THE AUSTRALIAN FERTILITY CENSUS

TitleTHE AUSTRALIAN FERTILITY CENSUS
BrandGENEA
Product / ServiceFERTILITY CLINIC
CategoryB06. Charities, Public Health, Safety & Awareness Messages
EntrantWITH COLLECTIVE Sydney, AUSTRALIA
Entrant Company WITH COLLECTIVE Sydney, AUSTRALIA
Advertising Agency WITH COLLECTIVE Sydney, AUSTRALIA

Credits

Name Company Position
Justin Hind WiTH Collective Co-Founder and CEO
Hally Lara WiTH Collective General Manager and Senior Strategist
Paul Kelly WiTH Collective Head of Design
Som Meaden WiTH Collective Head of Development
Adam Parsons WiTH Collective Account Director
Brett Walsh WiTH Collective Senior Designer
Drew Kenelly WiTH Collective Web Developer
Kristie Beattie WiTH Collective Account Manager
Noorjan Yaftali WiTH Collective Project Manager
David Lucas WiTH Collective Senior Copywriter
Indrek Paas WiTH Collective Front-end Developer
Jason West WiTH Collective Creative Services Manager
Ryan Barker WiTH Collective Front-end Developer

Creative Execution

We created the Australian Fertility Census, and launched with one question. ‘How long does it take to make a baby?” among other fertility related questions. With the objective of creating compelling conversations around fertility during Australian Fertility Awareness Week, it was no normal census. A fun intro video, playful design and fun copy encouraged people to share intimate, personal information. Along with more serious questions relating to family fertility issues we asked things like ‘Does it takes oysters, a date night or a fantasy about Chris Hemsworth or Angelina Jolie to set the mood for love?”

We ‘owned’ Australian Fertility Awareness Week and were able to engage Australians for weeks before it. And this continued for weeks after. The activation gave Genea a pool of potential clients. We beat the: Client’s KPIs by 277% Genea database increase target by 173% The census had… A 78.5% completion rate 3,772 surveys started 29% eCRM opt­in rate 34% social share rate 34% increase in social share advocacy Resulting in 30% share of voice during Australian Fertility Awareness Week. We lead conversation… PR on The Today Show, ABC Radio, Women’s Weekly, MX News. Over 1 million people experienced the campaign.

One in six Australian couples will experience fertility issues – with many not realising until it’s too late. Genea are known for IVF but wanted to be associated more closely with holistic fertility. Genea’s market is traditionally mid-late 30’s women, however they wanted to use Australian Fertility Awareness week to broaden this to younger Australians who may not understand the impact of age on fertility. Our insight was that until now, fertility had been a private issue, and not one that people talked about with friends or even family. This led us to an idea that encouraged discussion around fertility in a fun way, giving people permission to talk about it much more freely than in the past. And as the facilitator of that conversation, Genea were able to reach a new target audience and engage Australians on a much bigger scale than had been possible.

Links

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