Client: Genea
Product: Fertility Services/IVF
Title: Where Babies Come From
Media: Integrated
Country: Australia
Date Of Campaign: 29 September 2020

Background: Genea saw their Australian market share slipping. Once an industry leader, their competitors’ share of voice had overtaken them. To make matters worse, IVF advertising in Australia is a sea of sameness. We needed to restore Genea as the front-runners in their field and relaunch the brand in a way that resonated with the IVF community, got us talked about and ultimately generated consultations.

Idea: When children ask, “where do babies come from?” society heavily focuses on natural conception between a man and a woman. This leaves IVF children and parents feeling stigmatised and different to everyone else. To change this, fertility specialist Genea released a children’s book, rewriting the age-old story of conception.The book was titled ‘Where Babies Come From’ and covered challenging subjects, like infertility, sexual orientation and explained the IVF process. Through joyful visuals and rhyming stanzas, children not only understood the message, but loved the story.By the last page, a new story had been shared, one that made every IVF child feel just like everyone else, maybe even a little more special. And for everyone else, the book was a reminder that natural conception is just one way to make a baby.The book was released directly to IVF patients and available to buy from our website. The story was shared socially by proud parents and IVF kids.

Results: We have generated 35.6 million media impressions, and boosted brand awareness 129% among future IVF parents. In the short-term we have seen an 88% increase in Genea consultations resulting in a projected $1.06 million increase in monthly revenue.