Boosting Donor Inquiries for Midland Fertility
The Problem
Midland Fertility, a leading UK fertility clinic, faced a critical shortage of donor sperm and eggs, impacting its ability to provide services. The challenge was to attract new donors by engaging men and women with distinct, tailored messaging that reflected their motivations and attitudes toward donation.
The Idea
We developed the campaign around the core message: “It feels great to donate.”
Our approach differentiated communication by gender:
Male donors: positioned as heroes, using bold creative - a man tearing open his shirt to reveal the slogan, with the call to action “Be a hero. Donate your sperm.”
Female donors: empathetic messaging with imagery of two women back to back, one pregnant, to illustrate the emotional impact of donation.
The campaign ran across press, social media, billboards, and bus stops to maximise reach.
The Outcome
Significant increase in donor inquiries
Helped alleviate shortages of donor sperm and eggs
Demonstrated the effectiveness of tailored communication strategies
This campaign really shows the power of differentiating communications for different consumers.
- Darren Low, Group CEO
FAQs
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What challenge did Midland Fertility face?
A critical shortage of donor sperm and eggs that limited their ability to provide services.
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What was the core message of the campaign?
“It feels great to donate,” designed to resonate with both male and female donors in different ways.
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How was messaging differentiated by gender?
Men were positioned as heroes with bold creative, while women were reached with empathetic messaging highlighting the emotional impact of donation.
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What impact did the campaign deliver?
A significant rise in donor inquiries, helping alleviate shortages and proving the value of tailored communication.