Virtus Health has launched a new campaign ‘The F Chat’ encouraging Australian’s to talk more openly about fertility, reproductive health and family planning – and feel more informed, prepared and supported.
Virtus Health, Ogilvy Health and I Want It Yesterday production studios teamed up to create the educational video series hosted by Australian TV personality Angie Kent.
The campaign is informed by research, including a Pureprofile survey of 2,120 (NR) Australians1 on their attitudes toward fertility and reproductive health. The survey findings informed the development of The F Chat , which is centred around a 12-part video series that brings together leading fertility experts and real-world experiences to encourage more open conversations about reproductive health.
While 81 per cent of Australian women surveyed who are planning to have children in the future, or actively trying to conceive now, feel the pressure of their biological clock, 65 per cent of Australians have not taken a fertility or reproductive health test. The research also found only 33 per cent of Australians have spoken to their partner about fertility, and only 20 per cent of Australian men feel comfortable talking to friends about fertility.
Chief marketing & experience officer Jane Power said: “The research and insights from our fertility specialists shows fertility is the “last taboo”; many Australians are thinking about having children in the future, or trying to conceive now, yet conversations about fertility are still not happening early enough,” Power said.
“The F Chat is about helping people feel more informed, less alone and more confident to ask questions about their reproductive health and future fertility.”
“The opportunity to create a campaign that could open up a fertility conversation in a way that felt more accessible was one we were thrilled to be a part of. By using a video podcast format alongside dynamic social media assets that brought together expert voices and people with lived experience, The F Chat will provide individuals, couples and communities a more relatable way into a topic that can still feel overwhelming or difficult to raise,” Ogilvy Health group managing director Rachel Stanton said.
The campaign launches from this week. It will run online and across socials.
Credits:
CLIENT: Virtus Health
Jane Power chief marketing & experience officer
Laura Lock marketing communications manager
Jasmine Ichallalene marketing and campaigns manager
Angela Read group PR & media manager
AGENCY: Ogilvy Health
PRODUCTION COMPANY: I Want It Yesterday Production Studios
