Your Fertility launches new national ‘Fertility is ageist’ campaign via Marmalade Melbourne
The Your Fertility project has launched a national advertising and PR campaign to clarify misconceptions about age and fertility created by Marmalade Melbourne.
The campaign is part of the Your Fertility project, funded by the Federal Department of Health and run by the Fertility Coalition.
The ‘Fertility is ageist’ advertising campaign delivers some startling facts about age and female as well as male fertility.
The campaign is to encourage couples who are ready, to start having the conversation earlier about starting a family.
Says Louise Johnson, CEO of VARTA (Victorian Assisted Reproductive Treatment Authority), the organisation responsible for co-ordinating the campaign on behalf of the Fertility Coalition: “One of the key messages is that while good health is important it doesn’t trump a woman’s age when it comes to conception and having a child. Age is the single most important factor affecting a woman’s fertility. And age affects a man’s fertility too.”
VARTA, together with Fertilty Coalition partners, Jean Hailes for Women’s Health, Andrology Australia and The Robinson Research Institute, University of Adelaide, are promoting the educational campaign via the yourfertility.org.au website.
The creative will be rolled out on integrated digital platforms and posters.
Client: VARTA
CEO: Louise Johnson
Communications Campaign Manager: Stephanie Francis
ECD Neil Mallet
CD John Akritidis
Creative: Neil Mallet, Simon Yeo,
Design: Dylan Truscio, Kim Preston
Director of Account Service: Lisa Gumbleton
Account Executive: Nathalie Dufoulon
Digital Head: Nadia Lotter
Digital Media Coordinator: Georgia Pascoe
8 Comments
nicely said.
The writing is nice but the objectives behind this work are pretty mercenary.
Lots and lots of couples in their 40s have beautiful, healthy babies. Yes it’s riskier. Yes it’s more difficult to conceive.
But that’s not the government’s business.
The government’s business is money, and that is what this campaign is about.
Fertility treatment is expensive. Longer, more complicated labour is expensive. Offering more senior women parental leave schemes is expensive. These factors all impact on Treasury.
My conclusion is that Abbott doesn’t want to be seen cutting fertility treatment, or the parental leave scheme, and this is the manipulative, fear-based alternative.
They’ve created a fake NGO to talk about risks to women, disabled babies and firing-blanks.
It’s misleading and manipulative. It’s the government inserting themselves in a very inappropriate space.
Who reads ads anymore. No one that’s who. Bit of a waste of time this lot.
I feel the need. The need to breed.
@Ill conceived
1. Getting its population to breed is very much the governments business
2. I don’t know how old you are, but if you are in your late thirties or early forties, you will probably have a lot of friends trying and failing to have babies.
3. Your comment of “Lots and lots of couples in their 40s have beautiful, healthy babies” really isn’t true. If it true of you and your friends, you are all very very lucky.
4. The messaging of this campaign is the right one and hopefully it will go some way to putting baby-making on the agenda for younger couples.
For everything there is a season, and a time for every purpose.
A time to be born, and a time to die; a time to plant, and a time to pluck.
You know what it’s ill conceived? To have babies in your forties.
Delicately crafted, well written copy Neil.
Can you use a different typeface other than Vagg Rounded?
Looks like an old ad for Metlink. That train departed long ago.
Well written and a great cause too. I agree it feels a little Metlink though in art direction. Public transport and fertility – strange bedfellows?