Celebrating the modern day family.
Virtus Health is redefining what is possible in fertility via the launch of Your Fertility Family produced by Melbourne-based creative company, The Open Arms.
The campaign celebrates the unique way Virtus Health teams work together to achieve the best outcomes for parents. From lab techs, researchers, embryologists, nurses and fertility doctors, Your Fertility Family brings to life Virtus Health’s commitment to fertility treatment innovation, to help all people become parents.
Combining Virtus staff from across their brands with actors to tell real fertility stories, the Your Fertility Family brand films don’t shy away from the different kinds of reasons people might need to turn to fertility treatment to start or grow a family.
Kate Munnings, Virtus Health CEO said: “Your Fertility Family encapsulates both our desire to make the process as supportive as possible for our parents while doing everything we can to achieve the outcomes they are working so hard for.”
The Open Arms co-founder and creative director, Jess Lilley, says: “Fertility treatment is something so many people go through but don’t necessarily talk about. We wanted to make sure people who’ve been through it see themselves reflected in the work while potential parents see the level of compassion and care they will experience with the Virtus Health team.”
The campaign will launch across social media, outdoor, BVOD and digital to support Virtus Health brands nationally (IVFAustralia, Melbourne IVF, Tas IVF and Queensland Fertility Group) and in Singapore from mid-April.
Creative Agency: The Open Arms
Strategy Director: Amy Hollier
Creative Director: Jess Lilley
Executive Producer: Jo de Fina
Designer: Madeleine Pattison
Director: Maddelin McKenna
Producer: Lauren Nichols
