Breaking taboos around fertility, reproductive health and family planning.
IVF provider Virtus Health is breaking taboos around fertility, reproductive health and family planning through an educational video series called ‘The F Chat.’
Working with Ogilvy Health and I Want It Yesterday production studios, the series is hosted by Australian TV personality Angie Kent.
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, according to a Pureprofile survey of 2,120 Australians.
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.
“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,” said Chief marketing & experience officer Jane Power.
“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.”
The campaign launches from this week. It will run online and across socials.
“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,” said Ogilvy Health group managing director Rachel Stanton.
“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.”
CREDITS
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
