WHERE BABIES COME FROM

Short List
TitleWHERE BABIES COME FROM
BrandGENEA
Product / ServiceIVF AND FERTILITY SERVICES
CategoryE01. Direct to Patient
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement CHE PROXIMITY Melbourne, AUSTRALIA
PR CHE PROXIMITY Melbourne, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA
Production 2 DIVISION Sydney, AUSTRALIA
Post Production CHE PROXIMITY Melbourne, AUSTRALIA

Credits

Name Company Position
Nicole Papoutsis Genea Head of Brand and Marketing
Alice Ross Genea Corporate Communications Manager
Karen Sivieng Genea Digital Co-Ordinator
Elizabeth Gosch Genea Corporate Communications Manager
Philip Kim Genea Graphic Designer
Chris Howatson CHE Proximity Chief Executive Officer
Ant White CHE Proximity Chief Creative Officer
Renee Hyde CHE Proximity Managing Partner
Cameron Hoelter CHE Proximity Executive Creative Director
Richard Shaw CHE Proximity Creative Director
Jeremy Hogg CHE Proximity Creative Director
Fee Millist CHE Proximity Senior Copywriter
Darren Cole CHE Proximity Head of Design
Trent Michael CHE Proximity Senior Designer
Sebastian Perez de Arce CHE Proximity Senior Designer
Reece Lawson CHE Proximity Digital Design Lead
Nicholas Biggs CHE Proximity Account Director
Judy Crema CHE Proximity Senior Account Director - PR
Nick Zonnios Clemenger BBDO Head of PR
Lauren Hunt Clemenger BBDO Senior Business Director - PR
Katherine McCulloch CHE Proximity Research Marketing Manager
Holly Alexander CHE Proximity Director, Strategic Production
Elena Szymanski CHE Proximity Broadcast Producer
Anna Boucaut CHE Proximity Technology Project Manager
Sebastian Bennett-Leat CHE Proximity Technology Project Manager
King Yong CHE Proximity Senior Editor
Patrik Fagard CHE Proximity Creative Technologist
Andy Stewart CHE Proximity Creative Technologist
Mike Deane CHE Proximity Chief Media Officer
Tim Russell CHE Proximity Head of Strategy, Media
Anna Longson CHE Proximity Integrated Planner
Yenfei Tan CHE Proximity Addressable Manager
Katrina Anastasi CHE Proximity Digital Executive

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

In Australia, we are limited by some key restrictions around healthcare advertising. Advertising regulations dictate that we cannot solicit any patient testimonial whatsoever within the communications. Moreover, we cannot be interpreted as giving any form of medical advice in consumer-facing advertising.

Describe the target audience and why your work is relevant to them.

Our targets were those in the market for IVF and Healthcare professionals. For both, we needed to increase Awareness and Consideration of Genea. To do this we designed our work to make a distinctive brand statement while at the same time extending through the funnel and driving further customer engagement.

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