The Campaign

Genea are known for IVF but wanted to be associated more closely with holistic fertility. Their objective was to own the conversation around fertility during Australian Fertility Awareness Week. Genea’s market is traditionally mid-late 30’s women, however they wanted to broaden it to younger Australians who may not understand the impact of age on fertility. The strategy devised was ‘Celebrate Life’. This translated into ‘The Australian Fertility Census’ which helped Australians (and Genea) learn about fertility and plan their path to having a baby. It provided a snapshot of fertility health characteristics of different demographics. But it was VERY different from your average census, using playful design and cheeky copy to get people to let their guard down and talk about a deeply personal issue. This approach allowed us to engage Australians in social media for weeks leading up to Australian Fertility Awareness Week, which continued for weeks after. The findings were discussed in the media and we lead the conversation with segments on national media including The Today Show, ABC Radio, Women’s Weekly, MX News. Over 1 million people experienced the campaign. The client’s KPIs were exceeded by 277% and we exceeded the Genea database increase target by 173%.

The Brief

The campaign had several objectives: 1. Help Australians (and Genea) learn more about fertility and their path to having a baby. 2. Create compelling conversations (from census content) during and after Australian Fertility Awareness Week. 3. To extract census data and publish a report - which could be used to start the conversations via the media and generate significant amounts of earned media. Our audience was Australian couples thinking about having children. One in six will experience some form of infertility, and many won’t realise until it’s too late. We needed people to respond to the census and share results.

Creative Execution

The campaign launched with a humorous video that showed people responding to a double-edged question “How long does it take to make a baby?” This sent people to the census where they were asked to complete the census. The questions all used a cheeky, contemporary visual style with a quirky tone of voice that put census respondents at ease when answering personal questions about their personal health and sex life. After completing the census people could see how they compared to the rest of Australia on the live results page, which they could share in their social networks. The census was a technologically driven responsive website with social sharing, online video, press, online banner ads, eDMs and PR to support it.

The Australian Fertility Census provided a snapshot of Australian society and the characteristics of different demographics in relation to fertility health. We ‘owned’ Australian Fertility Awareness Week and were able to engage Australians for weeks before it, with social sharing of the census. And this continued for weeks after the event, with the findings being discussed in the media. The activation also gave Genea a pool of potential clients via opt-ins for ongoing communications. Of the primary objectives, 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 opt-­in rate 34% social share rate 34% increase in social share advocacy Resulting in 30% share of voice during Australian Fertility Awareness Week. We lead the conversation… PR on The Today Show, ABC Radio, Women’s Weekly, MX News Over 1 million people experienced the campaign.

Genea’s market is traditionally mid-late 30’s women, however they wanted to use Australian Fertility Awareness Week to broaden this to include younger Australians who may not understand the impact of age on fertility. Our insight was that even though it affected a lot of people, until now fertility had been a private issue, and not one that people talked about with friends or even family. The key challenge was how to engage people about such an intimate and personal topic. The Australian Fertility Census let Australians talk about fertility in a fun way. By making the questions a mixture of fun and serious, and using cheeky, contemporary design we flipped the traditional census report into interesting, shareable content.