QFG - Secondary Infertility Campaign
Background
Queensland Fertility Group (QFG) is a leader in the Secondary Infertility field and wanted to draw attention to this silent epidemic that affects 1000s of women. Secondary Infertility is defined as the inability to conceive or carry a baby to term after successfully and naturally conceiving one or more children. It’s a sensitive issue for women who nurse a roller coaster of emotions including failure, fear and guilt. Therefore spreading awareness about a delicate condition had to be done with tact and decency. QFG approached Brio Group to create a campaign in the lead up to their Secondary Infertility Seminar.
We created
Press Advertisements / Postcard / CMS Website Campaign Landing Page / eNewsletters / Press Release / Facebook Ad & Reporting
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Brio PR
Objectives
To coin the term ‘Secondary Infertility’ and generate awareness of the condition. To position QFG as a pioneer in the fertility industry with the best specialists to treat women with Secondary Infertility, and to finally capture the interest of Secondary Infertility sufferers and encourage them to attend the Seminar held in Brisbane in June 2010.
Strategic Approach
Brio Group created an illustrative creative that was sensitive to the fragility of women who have Secondary Infertility and, until now, have been in the dark about the condition. It was important not to use real photography, or imagery of smiling babies and mothers, as this would could be offensive or off-putting to the target audience. Instead, our creative focused on simple and striking graphics of a mother hen and baby chicken with two potential chickens following. Supporting the imagery we used a questionary headline using a gentle, motherly tone of voice: ‘Wondering when your next little one will follow?’. The ‘mother hen’ was a fitting analogy and the creative was striking enough to expand through our suggested print and digital campaign.
Results
QFG jumped on board this concept which we swept through a series of press ads, website ads and Facebook ads. We project managed the campaign and collateral using Smartsheet – a shared project sheet which Brio Group, the client, and the media agency contributed to. Supporting the ad campaign, we produced an information-based landing page that focused on demystifying Secondary Infertility and encourage Seminar sign up. Communicating to QFG’s existing database we created an eNewsletter campaign and a press release that was distributed state-wide. Our multi-tiered campaign is still in progress, so it’s premature to reveal the full results of this campaign; however, we are pleased to report an increase in seminar sign ups as a direct result from the targeted Facebook ad.
Design
Digital
Advertising
