Genea moves IVF advertising beyond the baby

Genea is shifting the focus of fertility advertising from conception and newborns to the lives that follow in a national brand campaign created by independent agency Momentum.

‘Changemakers – Changing thousands of lives’ launched on 25 July 2026, exactly 48 years after Louise Brown became the world’s first baby conceived through IVF. The campaign draws on Genea’s 40-year history and the almost 40,000 lives it says its fertility services have helped create.

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Showing what happened next

Rather than ending with a positive pregnancy test or a newborn, the campaign follows the families, futures and generational change that came after treatment.

Momentum said the creative direction was informed by research with people at different stages of the fertility journey. The agency found many participants felt unable to imagine life beyond having a baby while dealing with the uncertainty of treatment. A sample size was not disclosed.

The campaign also supports Genea’s long-running brand promise, “no better chance, no greater care”. Genea says it has among Australia’s highest IVF success rates.

The hero film was produced by Blunt Gorilla and directed by Arka Das. It features genuine Genea families, babies, children, adults, doctors and clinic staff in a minimal photographic studio.

The film concludes with a mosaic of Polaroids representing the people and families created through Genea’s work. The installation turns the clinic’s figure of almost 40,000 lives into a collective portrait.

Moving beyond the moment of conception

Jen Peace, managing director at Momentum, said fertility advertising had traditionally focused on conception because it was the outcome patients were hoping to achieve.

“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,” Peace said.

“It is about expanding that frame, from a single moment to a lifetime of possibility. By showing the real humans who exist because of Genea, we are not just telling success stories, we are helping people see what belief looks like.”

Tanya Rivera, general manager of marketing at Genea, said the organisation’s history provided evidence of what fertility care had made possible.

“The people who walk through our doors are carrying something enormous - hope and fear, often at the same time,” Rivera said.

“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.”

Campaign targets private research environments

‘Changemakers – Changing thousands of lives’ is running nationally across BVOD, YouTube and Meta. Media activity is managed by Genea’s newly appointed agency, Sparro by Brainlabs.

The digital channel mix reflects how people often begin researching fertility privately and on their own terms. The campaign uses personal stories rather than relying primarily on clinical language.