‘Are we really going to do this?’: How Genea Fertility is tackling fertility taboos head on
Content Warning: This article contains adult content
Facing a ‘sea of sameness’ in the category, Genea Fertility took a radical step towards breaking the taboos surrounding IVF, and including all families in the narrative of where babies come from. Head of brand and marketing Nicole Papoutsis and CHE Proximity creative director Jeremy Hogg chat to Mumbrella’s Zoe Wilkinson about the importance of trust in the brand-agency relationship to propel a category forward.
‘Where do babies come from?’.
In 2021, one in 20 babies born are conceived via IVF and the classic, heteronormative response to this age-old question is steadily falling out-of-date.
Genea Fertility has taken a somewhat radical response to that, interspersing the emotional highs and lows of trying to conceive amongst animated clips of intercourse and a sperm cell humping an ovum.
Yes, you read that correctly.
