Forwards Fertility
Project: Display banner and social media identity
Role: Art direction and design.
Merck Fertility and Fertility Network UK teamed up for Fertility Week 2023. They created a campaign to educate young adults about their fertility health and how lifestyle choices can affect it. The campaign focuses on Gen Z, especially females, but also highlights the importance for men to consider choices like smoking, STIs, and anabolic steroid use.
The campaign aimed to challenge the media's tendency to scaremonger young adults in this category, leading primarily to misunderstandings and false beliefs. Instead, Merck wanted to empower young adults to make informed choices about their future.
Given the message and headline copy (‘Discover your Fertility Freedom’), I wanted the ads to portray a vintage 60s vibe, when sexual health previously underwent a significant transformation with the introduction of birth control. Using a modern font helped bring the ads into the 21st century, and the fruit used in the background images were intended to symbolise fertility and sexual health.
The campaign was entirely digital, with banner ads featured on the Fertility Network UK site, as well as Refinery 29 UK. There were also various social posts that accompanied the campaign.
