Update: Super proud to have just won a Clio Health 2019 for this campaign for Public Relations (Health & Wellness)
The issue: 98% of England’s 209 local clinical commissioning groups (CCGs) are failing to provide the recommended number of IVF cycles through the NHS. This means that IVF is like a postcode lottery, getting IVF treatment depends on where you live.
The brief: Raise awareness of this issue in the general public, amplify Fertility Network UK and collect 100,000 signatures to raise the issue in the House of Commons.
The insight: Screams of childbirth are loud. But the screams of frustration from not being able to have a child are even louder, yet they are not being heard.
The idea: A campaign titled #Scream4IVF to urge the public, influencers and celebrities to voice their opinion about the same. The campaign features the screaming faces of patients who have been affected by infertility.
My role: Concepting for the idea and mapping out how to raise public awareness through social media and PR stunts. Pitching the idea to Fertility Network UK and then developing it. I approached Andy Lo Po and asked him to collaborate with us to photograph and record the screams of many people who have gone through IVF and directed the shoot, followed by creating the look and feel of the campaign.
