Australian Fertility Census
Australians have their say on how long it takes to make a baby.
The Project
Australia’s fertility rate is under pressure from lifestyle and career choices with one in six Australian couples experiencing some form of infertility. What’s concerning is that some people don’t realise their own fertility issues until it’s too late.
Genea is known for IVF, not holistic fertility. With their mission to own Fertility Awareness Week in 2014, the The Australian Fertility Census was created. The platform engaged Australians about intimate and personal topics, asking if it take oysters, a date night, or a fantasy about Chris Hemsworth or Angelina Jolie to set the mood for love? Along with more serious questions relating to family fertility issues.
The Outcome
This was no normal census. The experience was led with a simple question – “How long does it take to make a baby?” It signified the personalisation of the census as this one question has many answers. A fun intro video, playful design and a colloquial copy tone married together to entice the audience to share their intimate information. The playful illustration and copy tone helped users move through the 50+ questions and drove a 79% completion rate. Fun, cheeky and serious results flipped traditional census reporting into being interesting, competitive and shareable. Campaign results included:
- 78.5% completion rate
- 29% eCRM opt in rate
- 34% social share advocacy rate
Responsibilities
User Flows
Inspiring the inclusion of a ‘vox-pop’ video to welcome users with personality and empathy to the sensitive census topic. Working closely with design and tech teams to integrate features and functionality that simply pathed users through the experience and captured their data in a meaningful way.
User Experience
Leading the user experience to maximise completion rate, utilising A/B testing to improve user engagement and inspiring users to share the census socially with the inclusion of snackable interesting content throughout.
Interface Design
Overseeing the design team in realising an intuitive and interactive interface that provided users with an obvious pathway of progression while advising on ways to make serious data fun and easy to interpret.
Awards
Highly Commended
Copywriting
2014
Credits
Agency: WiTH Collective
Senior Strategist: Hally Lara
Head of Design & UX: Paul Kelly
Art Direction & Design: Brett Walsh
Copywriter: David Lucas
Tech Lead: Som Meaden
Development: Drew Kennelly, Indrek Paas
Account Director: Adam Parsons
Account Manager: Kristie Beattie
Digital Producers: Pedro Santos, Noorjan Yaftali
July, 2014