On 25 July 1978, Louise Brown was born in Oldham, England, the world’s first baby conceived through IVF. Exactly forty-eight years later, Genea, an Australian fertility clinic that has spent 40 of those years helping build families is asking a different question: what happened next?
Genea has launched ‘Changemakers – Changing thousands of lives’, a new brand campaign created with independent strategic creative agency Momentum.
Rooted in Genea’s four decades of clinical excellence and among the highest IVF success rates in the country, the campaign does something fertility advertising has rarely attempted, it follows the lives forward.
Not the moment of a positive test or the image of a newborn, but the families, futures and generational change that a single decision in a clinic room made possible.
The campaign emerges from Momentum’s consumer research insights with people across every stage of the fertility journey which found that for many, the future feels suspended – held in a kind of protective uncertainty that makes imagining life beyond having a baby feel too risky to attempt.
Fertility advertising has traditionally reinforced that suspension, anchoring almost entirely on the promise of conception and leaving patients in the place they most want to move beyond: waiting.
Genea’s response was to move the frame, while staying firmly grounded in what it has always done. The campaign sits alongside Genea’s long-standing commitment to delivering among Australia’s highest IVF success rates, extending the conversation rather than replacing it.
The brand promise that has guided the clinic for four decades – no better chance, no greater care – has always meant both the clinical outcome and the human journey surrounding it. Changemakers is the first time Genea has put those two ideas on screen together, and let real people make the argument.
The hero film, produced by Blunt Gorilla and directed by Arka Das was shot in a minimal photographic studio. Every person featured, babies, children, adults, parents, doctors and clinic teams, are all genuine Genea families or staff. The film culminates in a mosaic of Polaroids, each one a life, assembling into a collective portrait of what nearly 40,000 looks like when it stops being a number.
The campaign runs across BVOD, YouTube and Meta, managed by newly appointed media agency Sparro by Brainlabs. The choice of channels is deliberate. Fertility is a deeply personal subject, and digital environments are where people most often begin that research, privately, on their own terms. Reaching them there, with content built around genuine human stories rather than clinical language, reflects the same instinct that shaped the campaign itself.
Jen Peace, managing director at Momentum, said: “Fertility advertising has traditionally focused on the moment of conception – understandably, because that is what people are hoping for.
“We wanted to help people feel safe enough to believe in something bigger – to imagine the wonderful change that will extend far into their future. It is about expanding that frame, from a single moment to a lifetime of possibility. By showing the real humans who exist because of Genea, we are not just telling success stories, we are helping people see what belief looks like.”
Tanya Rivera, general manager, marketing at Genea, said: “Genea has been helping build families for forty years. That history is not a backdrop – it is the evidence. The people who walk through our doors are carrying something enormous – hope and fear, often at the same time.
“What this campaign does is show them what forty years of care at that level has made possible – not a promise of what will happen, but a picture of what has.”
Changemakers – Changing thousands of lives launched on Saturday across digital channels nationally.
