IVFAustralia + Melbourne IVF urge Aussie heroes to donate their sperm in a new campaign via Core
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.
Says Christian Finucane, creative partner at Core: “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.”
Says Peter Illingworth, medical director IVFAustralia: “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
Great combination of strategy and creativity. Love it.
This is the ballsiest thing I’ve seen come out of fertility in a long time.
Idea is nice. Art direction is meh.
I like it – well done.
interested to hear you expand on that comment so that it resembles some form of constructive criticism
what would you have done differently?
Umm, have a decent idea to start with… It’s not very good is it?… Suggestion would be to understand the target market first… Not jump at first thoughts which clearly the art director has as it’s clunky…men in charge should know better!
with all due respect MrSleezy, what would you know… it’s pretty bad, clugging off in plastic jars… come on guys, think a bit harder for once.
Ok, see, you can manage some form of articulated feedback, wasn’t that hard was it.
I think they are quote good. They have a pretty bold and simple message, so yeah, I quite like them. but its subjective so, you know, different strokes…
PS, I have nothing to do with the agency nor anyone that works there. you are just being paranoid
There isn’t a respectful bone in your body, mate – nor would any of them be left unbroken, if you had the balls to say something like that to my face.
Happy to oblige.
I think the underlying problem stems from a lack of trust on the part of men. Men who donated previously had their anonymity removed retroactively, whose to say someone won’t come along 10 years from now and decide to decide donors should be financially liable too?
Also, are there any safeguards to prevent a donors details being released to a child who grows up to be a danger to society? No, there aren’t. So, yes, your wonderful gift migh5t turn up 20 years later as a meth addict or worse. What man wants to risk the safety of his own family?
Since men plan for the future, they’re hardly going to put their future family at risk for the sake of a gift.
Sort out that issue and you’ll see numbers rise. Continue to ignore it and keep getting more of what you’re getting.
Also, the lack of unbiased reporting on this topic is completely stupid. Whenever a question that puts donations in a negative light is asked it’s shut down or brushed off. Men WANT these questions answered, not just with a “don’t be ridiculous” response.