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 relied on humour, innuendo and bravado to try and recruit donors. But our Empathy Model research with donors and recipients found that this ignores the very personal, gentle and altruistic reasons genuine donors have for helping others start families. 

Our campaign is a sentimental celebration of all the small moments that make up a lifetime of family memories, reminding potential donors of the joys of their own childhood they can pass on to families in need.