Genea Fertility re-writes story of where babies come from in new campaign via CHE Proximity


Genea Fertility, one of Australia’s leading providers of assisted conception treatment including IVF and egg freezing, has launched a new brand platform “Where babies come from,” in collaboration with CHE Proximity.


According to the Australian & New Zealand Assisted Reproduction Database compiled by UNSW using data from all fertility clinics, almost one in 20 children are conceived via IVF. Despite this, when the question of where babies come from is asked, society defaults to the story of heterosexual couples who conceive naturally. This leaves many IVF patients, and the one in six people who struggle to conceive naturally, feeling they can’t talk openly about their struggles.

To help alleviate that stigma, Genea rewrote the age-old story of where babies come from. The brand positioning flows through every part of Genea’s brand but culminates with an intentionally provocative film and heart-warming children’s book, both playfully created to acknowledge everyone’s fertility journey.

Genea Fertility re-writes story of where babies come from in new campaign via CHE Proximity

Says Nicole Papoutsis, head of brand and marketing, Genea: “The need for us to step outside the category norm was so strong that it was going to take a provocative idea to get the job done. We had two major hurdles – smashing the taboo around infertility and also differentiating Genea in a bland and undifferentiated market. This was more than just a campaign, this was about intentionally breaking the mould to drive a change in the conversation around infertility and IVF.”

Says Richard Shaw and Jeremy Hogg, creative directors at CHE Proximity: “We knew going into the project we wanted to tell everyone’s story in an honest but fun and fresh way. In the film, we acknowledge people have a lot of sex before seeking help from Genea. And ultimately, IVF is just a different kind of sex resulting in conception. The book addresses the same journey but in a way children can digest and IVF kids can feel special about.”

The campaign has been live across earned, social, and digital channels including BVOD. For more information on Genea, please visit:

Head of Brand and Marketing – Nicole Papoutsis
Corporate Communications Manager – Elizabeth Gosch
Media Relations Manager – Alice Ross
Digital Co-Ordinator – Karen Sivieng
Graphic Designer – Philip Kim

Creative Agency: CHE Proximity
Executive Creative Director – Cameron Hoelter
Creative Directors – Jeremy Hogg and Richard Shaw
Senior Copywriter – Fee Millist
Art Director — Aicha Wijland
Head of Design – Darren Cole
Senior Designer – Trent Michael
Senior Designer – Sebastian Perez de Arce
Digital Design Lead – Reece Lawson
Designer – Chloe Schumacher
Managing Partner – Renee Hyde
Account Director – Nicholas Biggs
Judy Crema – Senior Account Director – PR
Nick Zonnios – Head of PR
Lauren Hunt – Senior Business Director
Research Marketing Manager – Katherine McCulloch
Director, Strategic Production – Holly Alexander
Broadcast Producer – Elena Szymanski
Technology Project Manager – Anna Boucaut
Technology Project Manager – Seb Bennett-Leat
Senior Editor – King Yong
Creative Technologist – Patrik Fagard
Creative Technologist – Andy Stewart
Chief Media Officer – Mike Deane
Head of Strategy, Media – Tim Russell
Integrated Planner – Anna Longson

Illustrators: Mrzyk&Moriceau @ Division

Production Company: Division
Directors / Illustrators: Mrzyk&Moriceau
Executive Producer: Genevieve Triquet
Animation: L’Incroyable Studio
Sound Designer: Abby Sie @ Song Zu
Music Publishing: Anton @Trailer Media

Genea Fertility re-writes story of where babies come from in new campaign via CHE Proximity Genea Fertility re-writes story of where babies come from in new campaign via CHE Proximity