Monash IVF Breaks Down Stigma For Australians With infertility In Campaign Via SDWM

Monash IVF Breaks Down Stigma For Australians With infertility In Campaign Via SDWM
SHARE
THIS



A new campaign ‘Let’s be brave together’ is launching across TV, radio, digital and social this week to break down stigmas and start a conversation about fertility.

Monash IVF is launching the campaign via newly appointed creative agency SDWM.

Since achieving the world’s first IVF pregnancy in 1973, Monash IVF have led the way in reproductive health in Australia.

As pioneers of IVF, they know that the dream of starting a family can be difficult and filled with uncertainty, and isn’t always as simple as people expect.

This new creative direction seeks to highlight the brave journey to parenthood undertaken by so many.

Monash IVF Chief Marketing Officer Fiona Allen said the campaign will open up a much needed conversation.

“The path to parenthood isn’t always the fairy tale we’re promised, and with one in six Australian couples facing fertility issues, it’s time we talked about it,” Ms Allen said.

“There are too many people out there feeling isolated, or that they’ve somehow failed, when in truth their determination to do whatever they can to achieve their dream of a family, is truly awe inspiring and brave.”

SDWM Creative Director Elle Bullen said the ‘Let’s be brave together’ campaign is an acknowledgment of the bravery it takes for some to achieve their dream of having a family.

“From solo parents, to LGBTIQ people, and others who are coming to terms with things not going according to plan, the campaign shares real peoples’ fertility challenges with the intention of letting others know they’re not alone in their battle, and that their bravery in fighting for a family is inspiring.”

Ms Allen said the campaign marks a shift towards education and empowerment for Monash IVF, while still maintaining their world-class clinical excellence and scientific leadership.

“It allows us to not only be a leader in the scientific aspects of fertility health, but also lead the way in opening up the conversation and breaking down barriers and stigmas relating to infertility,” she said.

“We want to inspire individuals to understand their fertility challenges earlier, have conversations and proactively safeguard their fertility health and wellbeing.”

“We’re really excited about this new brand direction for Monash IVF.”

Credit list:

Client: Monash IVF Group

Chief Marketing Officer: Fiona Allen

Senior Brand and Communications Manager: Julie Haslam

Communications Manager: Ellie Dixon

Creative Agency: SDWM

Creative Founders: James Orr & Elle Bullen

Design Founder: Jake Turnbull

Business Founder: Jarrick Lay

Copywriter: Alberta Gunner

Project Manager: Caterina O’Brien

Production Company: Accordion

Producer: Greg Toolen & Adam Litchfield

Director: Nicholas Carlton

DOP: Max Walter

Sound & Audio: Windmill Audio

 

 

Please login with linkedin to comment

monash ivf SDWM

Latest News

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition
  • Marketing

Today’s The Day! Announcing The Winners From The 2021 Snapchat Young Lions Competition

Here we have it: all the winners for this year’s 2021 Snapchat Young Lions Competition. The Misfits Media Company, proud official representatives of the Cannes Lions Festival in Australia, is delighted to share the winners for this prestigious award. After presenting their second-round pitches, all the shortlisted candidates were evaluated by 50 esteemed industry judges. […]

by B&T Magazine

B&T Magazine
IAB’s MeasureUp To Return In 2021
  • Media

IAB’s MeasureUp To Return In 2021

IAB Australia has announced that the MeasureUp conference will return for its fifth year on 27th October and is seeking submissions for smart and engaging speakers, sessions or workshops from Australia’s media and marketing industry. As investment in digital advertising continues to outpace the rest of the media sector representing two-thirds of the paid advertising market, […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Google Maps Out Return To Office

It appears free breakfast, lunch & dinner, slippery dips, bean bags & escape pods not enough to lure Google staff back.

by B&T Magazine

B&T Magazine
gamer work space concept, top view a gaming gear, mouse, keyboard, joystick, headset, mobile joystick, in ear headphone and mouse pad on black table background.
  • Technology

Admix In-Play Advertising To Be Verified For The First Time By IAS

In-Play advertising platform Admix has announced a new partnership with Integral Ad Science (IAS). This integration with IAS makes Admix the only In-Play advertising company to offer ad inventory that is measured and verified by a trusted, independent partner. This ground-breaking news means that the quality of Admix’ In-Play advertising is independently assessed and verified […]

ADMA Launches Cookie Masterclass
  • Media

ADMA Launches Cookie Masterclass

ADMA has launched a cookie masterclass that B&T understands isn't modelled on Sydney Fish Markets Cooking School.

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign
  • Campaigns

Fashion Photographer Scott Ehler Collaborates With The Children’s Tumour Foundation Australia In New Campaign

The Children’s Tumour Foundation (CTF) has teamed up with international fashion photographer and industry veteran Scott Ehler, to develop a striking campaign that aims to shine a light on a lifelong, genetic condition called Neurofibromatosis (NF). Progressive and unpredictable, NF causes tumours to form on nerves in the body, including the brain and spine. In […]

Sitecore Acquires Moosend
  • Technology

Sitecore Acquires Moosend

Sitecore has acquired Moosend. B&T unsure who ended up with the front part.