Subscribe to the BioNews newsletter for free

Login
Advanced Search

Search for
BioNews

Like the Progress Educational Trust on Facebook


 


 

Australian IVF centre relaunches with new ad showing a live birth

05 September 2011

By Rosie Beauchamp

Appeared in BioNews 623

An Australian fertility clinic has screened what is believed to be the first TV advertisement featuring a real birth. Kylie de Boer, chief executive of Genea, based in Sydney, Australia, conceded that some people might be offended by the advert, but said that the aim of the campaign was to demystify IVF by showing the end results.

Dale Rhodes, creative director of Rhodes Shapter, the agency responsible for the advert, said his desire to create an 'authentic, real and emotionally driven' film had resulted in a realistic portrayal of a woman's journey through childbirth. Rhodes also said he wanted the campaign to convey the 'ugly beautiful' truth of childbirth.

The one-minute long advert, filmed in black and white, was developed to support the rebranding of Genea from Sydney IVF. The decision to run the advert is believed to follow research into what the clinics' patients wanted to see portrayed in IVF advertising.

The director of the film, Zia Mandviwalla from Curious Film in New Zealand, was able to find a mother who had three previous uncomplicated births and had been a patient at the clinic to star in the advert.

A spokeswoman for Genea said they were 'absolutely thrilled' with the final result. 'It captures the beauty of childbirth and awe of being a new mum', she said. The advertisement will run for two months and will be shown only at night.

SOURCES & REFERENCES
 Sydney IVF is reborn as Genea, World leaders in fertility
YouTube | 
 
Mumbrella | 02 September 2011
 
Genea online | 
 
The Australian | 02 September 2011
 
Ad News | 02 September 2011
 

RELATED ARTICLES FROM THE BIONEWS ARCHIVE

02 October 2017 - by Julianna Photopoulos 
A complaint about radio and internet advertisements for a major IVF clinic in Ireland has been upheld by the Advertising Standards Authority for Ireland...
03 October 2011 - by Julianna Photopoulos 
The Australian gynaecologist and pioneer of IVF, Professor Carl Wood, has died at the age of 82 after his long battle with Alzheimer's disease...

19 July 2010 - by Nisha Satkunarajah 
A woman has placed an advert in a local newspaper in a bid to find an egg donor. Diane Smith, 44, who is currently waiting to begin IVF treatment at the CARE Fertility Clinic in Northampton, placed an advert which read, 'We have been trying for a family for a long time but now we need to find an egg donor. Could you be that special person to help our dreams of a family come true?'...
12 May 2009 - by Nisha Satkunarajah 
A controversial new publication has been released in Australia providing young children with detailed explanations of sexual intercourse, assisted conception and adoption. Entitled 'Where Do I Come From?', the book aims to provide simple, non-judgmental descriptions of conception and birth, and includes topics such as donor insemination...
06 October 2008 - by Dr John Parsons 
Nataly Atalla's uncritical advertorial 'freeze and share: an evolution of egg sharing' in BioNews 476 (week 15/9/2008 - 21/9/2008) did not address a number of important points. I would have expected some comment on the success rate of the vitrification technique in their hands. She cites 100,000...
26 March 2007 - by Katy Sinclair 
An advertising campaign launched by the UK's National Gamete Donation Trust (NGDT) has attracted complaints from potential parents and campaigners, who have labelled it tacky. The NGDT created the 'Give A Toss' campaign in response to declining sperm donations. The NGDT needs 500 sperm donors annually in...

HAVE YOUR SAY
Be the first to have your say.

You need to or  to add comments.

By posting a comment you agree to abide by the BioNews terms and conditions


- click here to enquire about using this story.

Published by the Progress Educational Trust

CROSSING FRONTIERS

Public Conference
London
8 December 2017

Speakers include

Professor Azim Surani

Professor Magdalena Zernicka-Goetz

Professor Robin Lovell-Badge

Sally Cheshire

Professor Guido Pennings

Katherine Littler

Professor Allan Pacey

Dr Sue Avery

Professor Richard Anderson

Dr Elizabeth Garner

Dr Andy Greenfield

Dr Anna Smajdor

Dr Henry Malter

Vivienne Parry

Dr Helen O'Neill

Dr César Palacios-González

Philippa Taylor

Fiona Fox

Sarah Norcross

Sandy Starr


BOOK HERE

Good Fundraising Code

Become a Friend of PET HERE and give the Progress Educational Trust a regular donation