Genea shifts focus beyond IVF success in new brand campaign

Genea is shifting the conversation around fertility treatment, launching a brand campaign that focuses on the lives built after IVF rather than the treatment itself.

Created with independent agency Momentum, the campaign marks the fertility provider's 40th anniversary and coincides with the 48th anniversary of the birth of the world's first IVF baby.

Rather than centring on conception or newborns, Changemakers – Changing thousands of lives follows the long-term impact of fertility treatment, highlighting the families, children and communities shaped by Genea over the past four decades.

The campaign stems from consumer research conducted by Momentum, which found many people undergoing fertility treatment struggle to picture life beyond IVF, with advertising often reinforcing that uncertainty by focusing almost exclusively on the path to conception.

Genea general manager of marketing Tanya Rivera said the campaign aimed to reflect the broader impact of the clinic's history rather than simply its clinical success.

"Genea has been helping build families for forty years. That history is not a backdrop - it is the evidence," Rivera said.

"The people who walk through our doors are carrying something enormous - hope and fear, often at the same time. What this campaign does is show them what forty years of care at that level has made possible - not a promise of what will happen, but a picture of what has."

Momentum managing director Jen Peace said the agency deliberately shifted the narrative away from the point of treatment.

"Fertility advertising has traditionally focused on the moment of conception - understandably, because that is what people are hoping for," Peace said.

"We wanted to help people feel safe enough to believe in something bigger - to imagine the wonderful change that will extend far into their future."

Produced by Blunt Gorilla and directed by Arka Das, the hero film features Genea families, children, parents, clinicians and staff rather than actors. It concludes with a mosaic of Polaroid photographs representing the almost 40,000 children born through Genea's IVF program.

The campaign will run across BVOD, YouTube and Meta, with media handled by Sparro by Brainlabs.