IVF: 'Where Babies Come From'.
1 in 20 children are conceived by IVF. Despite these numbers, IVF is still stigmatised, leaving people with fertility issues feeling they can’t talk about it. Genea, Australia’s leading IVF clinic, wanted things to change.
So, we rewrote the story of Where Babies Come From to make I.V.F
as natural as S.E.X.
We made a film for adults, and a book for kids while giving Genea’s
brand a joyful, sexy overhaul.
Evolving
the story of conception.
Genea’s branding wasn’t always so playful. Before launching the campaign,
we rebuilt the brand from the ground up. We changed their brand line to ‘Genea. Where babies come from’ - an empowering message that began to shift the perception that babies only come from natural conception. Then we had some
fun rolling out their new look, and friendly TOV, across everything from balloons
to bandaids, business cards to brochures.
