The story behind the campaign
Challenge
The goal of this campaign was to use Seem as a trigger to create an environment that encourages men to take the initiative in investigating their own need to pursue infertility treatment at an early stage in efforts to conceive. However, because we found that the men who made up our target demographic were not sufficiently aware of the challenges of trying to conceive, it was important to figure out how to generate empathy in this regard.
Creative concept
Believing that earning men’s empathy was crucial to making them understand the value of Seem,...