IVFAustralia and Melbourne IVF, part of Virtus Health, want to appeal to the Aussie man’s inner hero and encourage them to donate their sperm in a new digital campaign from Core.
Using the tagline ‘Inside every hero there are millions more’, the independent Sydney creative agency has developed the ads featuring a group of emergency service workers including fire fighters and surf life savers.
The selfless nature often associated with an emergency service worker, who devotes their life to saving the lives of others, is also required of the men who volunteer to become sperm donors. Only instead of saving lives, they are helping create lives.
IVFAustralia and Melbourne IVF are part of Virtus Health, the leading fertility services provider in the country with over 100 fertility specialists and more than 1,000 nurses, scientists and counsellors responsible for the creation of over 50,000 Australians over the past 30 years.
Core has been working with IVFAustralia since 2012, and this latest campaign will run across social media channels that will target men. Sperm donation in Australia is an altruistic act, and there is currently a shortage of donors across the country. The reasons for people needing to access donor sperm are varied, and include heterosexual couples having difficulty conceiving because of a male reproductive issue, single women and women in same sex relationships.
Christian Finucane, creative partner at Core said: “We’ve been working with IVFAustralia for a number of years and it’s great to get this new campaign out there to help drive sperm donation. We had great fun coming up with the campaign, and it’s testament to our collaborative relationship that they back this kind of creative work.”
Peter Illingworth, medical director IVFAustralia added: “Through our partnership with Core on this campaign we’re seeking to appeal to the altruism in Australian men and their willingness to help someone out when they need it, in this case that’s people who would not otherwise be able to start or grow their families.”
Marketing Manager: Hayley Dodman
Creative Partners: Christian Finucane, Jon Skinner
Copywriter: Anthony Ortuso
Art Director: Jari Kennedy
Designer: Kent Stewart
Business Director: Jane Callister
Account Manager: Lucy Almond
Photographer: Billy Plummer
New data has revealed that Australia’s technology workforce managed to grow in 2020, despite the widespread financial downturn caused by the COVID-19 pandemic. ACS has released its annual Australia’s Digital Pulse report, prepared by Deloitte Access Economics, which looked at how the technology sector performed during the pandemic. And with 2020 seeing the continued rise of eCommerce, […]
Attorneys General of more than 40 US states have called for Mark Zuckerberg to reverse plans for a version of Instagram aimed at children. In March, Buzzfeed published an internal company post stating that the company was looking to build a version of Instagram for children under 13 – the current age minimum of the app. […]
While the 2021 Women Leading Tech awards have been and gone, at B&T we are always looking to celebrate the brilliant women leading the tech industry. Ash Ivory is Outfit’s head of product and spoke to B&T about getting women into product design, leading the next generation of tech, and the joys of motorbikes. B&T: How has […]
Two winners each from Australia and New Zealand were among those revealed by the Type Directors Club. The Types Directors Club is the world’s leading typography organization and part of The One Club for Creativity, with the companies awarded at two premiere global awards programs: TDC67 Communication Design and 24TDC Typeface Design competitions. In Australia, […]
Merlee Jayme, Global President of Dentsu McGarrybowen, is confirmed as this year’s Chair of the prestigious Cresta Awards. The much-awarded ‘Chairmom’ and Chief Creative Officer of Philippines agency Dentsu, Jayme Syfu, says she cannot wait to see what gets entered in this year’s competition. Her role includes vision-setting for the jury of 120+ leading creatives […]
Following a pitch process, The Wired Agency [Wired] has won the creative, digital and social remit for the digital education business, CoWorks. Specialising in providing digital based coaching to HSC students, CoWorks is growing its offering across New South Wales following the profound impact Covid had and continues to have, on students and how they […]
Realtime media monitoring company Streem has appointed Jack McLintock to the new role of Media Relations Manager. McLintock was previously Corporate and Government Affairs Manager at Seven West Media, and also has several years’ experience working in federal politics. Streem CEO Elgar Welch said McLintock’s strong media industry and corporate affairs experience was a key […]
In a move that strengthens its research offering, purpose-driven integrated communications agency Think HQ has brought its research function in-house and appointed Dr Pauline Ho (pictured right) to lead development of its growing research operation. Dr Pauline Ho has joined Think HQ as Strategy and Insights Manager. She is an experienced research and evaluation specialist […]