WHERE DO BABIES COME FROM…SERIOUSLY?

Date 2020
Client Genea
Role Senior Designer
Type Digital + Social + Press

The Project
One in 20 children is conceived by IVF. Despite this, IVF is still stigmatised, leaving people with fertility issues feeling they can’t talk about it. So CHE Proximity Sydney made IVF as natural as sex. The campaign launched with a fun yet deliberately provocative film to drive the conversation. The strategy wasn’t to sanitise it for broadcast standards but to release it directly to IVF patients past and present, empowering them to share it socially. Many of them broke their IVF silence for the first time.

My Role
For the campaign was to design a full suite of display and social media assets based on the newly design Genea branding that would launch alongside the campaign ‘Where babies come from’.
With future iterations of the campaign, I designed a variety of press ads from full page to double page spreads that reinforces the campaign message and continue the awareness of the Genea brand.

Awards
D&AD: Shortlist in Animation and Film

Clio Health:
Silver: Social Media (Health & Wellness)
Bronze: Integrated Campaign (Health & Wellness)

Effie: Gold: Insight & Strategic Thinking