Monash IVF campaign promotes patients’ patience and bravery

Australians who have embarked on the process of IVF have described the emotional toll it takes, in a campaign from Monash IVF.

The ‘Let’s be brave together’ campaign from SDWM, seeks to start conversations about the emotional requirements of the IVF process, and shifts the tone of Monash IVF’s marketing towards empowerment and education.


Monash IVF chief marketing officer, Fiona Allen, said: “We want to inspire individuals to understand their fertility challenges earlier, have conversations and proactively safeguard their fertility health and wellbeing.”

“We’re really excited about this new brand direction for Monash IVF.”

SDWM creative director, Elle Bullen, said the campaign acknowledges the bravery of parents going through IVF.

“From solo parents, to LGBTIQ people, and others who are coming to terms with things not going according to plan, the campaign shares real peoples’ fertility challenges with the intention of letting others know they’re not alone in their battle, and that their bravery in fighting for a family is inspiring,” Bullen said.

Allen added it was important for people not to feel alone on their fertility journey.

“The path to parenthood isn’t always the fairy tale we’re promised, and with one in six Australian couples facing fertility issues, it’s time we talked about it,” she said.

“There are too many people out there feeling isolated, or that they’ve somehow failed, when in truth their determination to do whatever they can to achieve their dream of a family, is truly awe inspiring and brave.”

The campaign is launching across TV, radio, digital and social this week. Videos following the story of each couple will appear on social media.


Client: Monash IVF Group
Chief Marketing Officer: Fiona Allen
Senior Brand and Communications Manager: Julie Haslam
Communications Manager: Ellie Dixon

Creative Agency: SDWM Creative
Founders: James Orr & Elle Bullen
Design Founder: Jake Turnbull
Business Founder: Jarrick Lay
Copywriter: Alberta Gunner
Project Manager: Caterina O’Brien

Production Company: Accordion
Producer: Greg Toolen & Adam Litchfield
Director: Nicholas Carlton
DOP: Max Walter
Sound & Audio: Windmill Audio


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