Lend a hand.
Virtus Health, under their IVF Australia and Melbourne IVF brands, is encouraging young men to lend ‘a hand’ to help address the nation’s critical shortage of sperm donors in a campaign via Cocogun.
A survey of 1,011 men found that while most Australian adults know at least one person or couple struggling with fertility, only 6% of men had donated sperm, according to Virtus Health research.
“We intentionally made our Call to Balls big, bold, and difficult to ignore as we urgently need more donors, and greater consideration, to reduce delays for couples and individuals seeking to become parents,” said Virtus Health chief marketing & experience officer, Jane Power.
“The bold creative is underpinned by independent research and sector insights. Every day we see women and couples facing the heartbreak of delayed or impossible family-building because donors are in short supply.
“Importantly, the campaign is grounded in responsibility, directing potential donors to an evidence-based website where they can fully understand what sperm donation involves.
“Donating sperm is a serious decision with long-term implications, and should only be made with proper understanding, time and support to make an informed choice.
“IVFAustralia’s donor program is vitally important, offering counselling, sensitive care and a safe alternative to informal, online donation arrangements via social media, that sit outside regulated care and can increase risks for vulnerable women.”
Cocogun creative partner Ant Melder said the situation is dire.
“This isn’t a time for Aussie men to sit back, we need them to lean in and lend a hand. To get the numbers back up to where they need to be, we need people w@#king around the clock,” said Melder.
“If you’re male and aged 21-46, please think about rolling your sleeves up and doing something important for Australia.”
The campaign is live across cinema, radio, online, social and radio.
"Being given the opportunity to execute a project for a great cause like this is a dream come true for any creative,” said Mica Studios’s David Longden.
“On first read of the script, our team was giggling - but the significant message was obvious, and we were delighted to be a part of the project. Men, it's time to act, lend a hand and boost the w@#kforce!"
CREDITS
CLIENT: Virtus Health
Jane Power Chief Marketing & Experience Officer
Laura Lock Marketing Communications Manager
Jasmine Ichallalene Marketing and Campaigns Manager
Phuong Chandler Head of Donor Program
Rebecca Featherstone Partnerships Manager
AGENCY: Cocogun
Ant Melder Creative Partner
Emily Hahn General Manager
Shanice Schiffler Art Director
Julian Andrews Copywriter
Mollie Starr Brand Director
PRODUCTION COMPANY: Mica Studios
David Longden EP/Producer/DoP/Editor/Colourist
Charlton Schneider Director
Jacques Ross 1st AD
Jessie Whiting HMU
Danielle Payne 1st AC
Gemma Baker 2nd AC
Aaron Ashwood Gaffer
Benjamin Riley Best Person
Dylan Frost Sound Mixer
Luke Fuller Sound Design
Samuel Dawe Lead Actor / Voice Actor
Max Cattana Supporting Actor
James Heathwood Sound Engineer (radio)
