Virtus Health encourages Aussies to talk about fertility sooner with ‘The F Chat’ via Ogilvy Health

Virtus Health has launched ‘The F Chat‘, a new national campaign created by Ogilvy Health, designed to break one of health’s least spoken-about taboos by encouraging Australians to talk more openly about fertility, reproductive health and family planning – and feel more informed, prepared and supported.

Created in partnership with I Want It Yesterday Production Studios, the campaign centres on a 12-part educational video series hosted by Australian TV personality Angie Kent for Australia’s largest IVF provider, which includes IVFAustralia, Melbourne IVF, Queensland Fertility Group and TasIVF.

The campaign is informed by research, including a Pureprofile survey of 2,120 (NR) Australians 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% 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% of Australians have not taken a fertility or reproductive health test. The research also found only 33% of Australians have spoken to their partner about fertility, and only 20% of Australian men feel comfortable talking to friends about fertility.

Says Jane Power, Chief Marketing & Experience Officer, Virtus Health: “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. 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.”

Says Rachel Stanton, Group Managing Director, Ogilvy Health: “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.”

The campaign launches from this week.  It will run online and across socials. The F Chat episodes will be hosted here – https://www.ivf.com.au/the-f-chat.

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

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