Fertility provider Adora Fertility has partnered with independent creative and production company Chisel to launch a new campaign designed to shift the conversation around sperm donation and help address Australia’s ongoing donor shortage.
Built around a series of deliberately awkward family portraits, ‘Become a Sperm Donor. No Awkward,’ uses humour to break down the discomfort many Australians feel when discussing sperm donation.
“We want to reframe sperm donation as the generous and life changing act it is, rather than something people feel uncomfortable discussing,” said Adora Fertility CEO Vanessa Ferguson.
“We knew a traditional, clinical approach was unlikely to shift behaviour on something as important as sperm donation. The campaign needed to be bold, a little uncomfortable and amusing because if we can’t get people talking, we can’t get them donating,’” she said.
Chisel co-founder Zak Kaczmarek said the creative idea was grounded in the very human awkwardness surrounding the subject, which provided a disarming way to begin the conversation while still respecting the significance of the decision.
“This campaign is a great example of what can happen when a client is prepared to be brave. Adora trusted the process, embraced new ideas and approached the subject honestly. They trusted us to create something that would get noticed, get people talking and, hopefully, get more men to seriously consider the profound impact they could have by donating.” Kaczmarek said.
Individuals and couples in Australia who need a donor to conceive, face lengthy delays due to a nationwide shortage of donors. To alleviate the wait time, Adora is launching a new clinic-recruited sperm donor program, being one of the first affordable IVF providers in Australia to actively recruit local donors.
The program is designed to increase donor availability, making treatment more accessible and affordable. Patients will have a greater choice of donors, reducing the reliance on overseas sperm banks which add unwanted time and cost to the process.
Adora Fertility head of marketing, Mandy Cooper said the campaign needed to attract attention and be bold, while staying true to Adora’s core values and brand promise.
“Chisel found a way into a conversation that many Australians find awkward, while keeping trust, transparency and responsibility at its heart,” Cooper said.
“At Adora, we see the profound impact fertility treatment and donation has on individuals and couples whose gratitude speaks volumes. Donating sperm changes lives. We hope this campaign gets people talking openly about donation and encourages more men to learn about donation and what becoming a donor involves.”
The ‘No Awkward’ campaign will roll out across TV, out-of-home, social and digital channels.
Credits:
Client: Adora Fertility
Creative and production company: Chisel
Campaign: Become a Sperm Donor. No Awkward.
Director: James Chappell
