The ‘Change Makers’ campaign highlights the transformative role Genea’s team plays in the fertility journey. Whether patients have struggled alone, faced unsuccessful attempts, or felt uncertain about their options, they are all searching for a source of trusted and tangible change.

Through a reverse narrative, the hero creative starts with the hope and joy of new parents, rewinding to reveal the unique journeys of multiple families. This approach captures the highs and lows of the fertility journey, showing how Genea’s doctors, nurses, and staff—‘Change Makers’—provide personalised care at every step.

‘Change’ became the unifying thread across all campaign touchpoints, extending into social platforms with messaging like “Life changing success rates” and “Fertility change starts here.” This reinforced Genea’s position as the partner for meaningful, life-changing moments.