Life. Pass it On.
A category-breaking sperm & egg donor recruitment campaign embracing an altruistic audience.
Unfortunately there has been a sperm drought in Australia, leaving people waiting too long to start their fertility treatment.
Communications in this category have traditionally played into the virility of donors. But our Empathy Model research found that this ignores the altruistic reasons genuine donors have for helping others start families.
So we built our campaign around donors' desire to pay their own childhoods forward. And it worked its pants off.