FertilityAwks - Social Media Campaign
FertilityAwks is a social media campaign to raise awareness of the prevalence of fertility issues, and the impact awkward questions and clumsy comments can have on people struggling to start a family.
The core concept was developed in collaboration with a diverse group of media professionals, bloggers and influencers in the UK from the TTC (Trying To Conceive) community (many of these ended up starring in the campaign) and honed into snappy scripts and scenarios with the help of a seasoned TV comedy director.
A tight budget and timeline meant a lot of creative problem solving around all phases of production and art direction, while not sacrificing the most important production values – being both powerful and engagingly funny, a challenging but fascinating process in the offline edit.
As of January 2021 the campaign is shortlisted for several awards, and a ‘spinoff’ talk-show style episode is expanding the reach and the depth of the message.
Art Direction, Creative Direction, Storytelling