Destination: Parents 2018-09-25T17:36:16+00:00

Project Description

Destinazione Genitori

“A journey whose end is only the beginning, it is life”


This campaign tells the journey of those who, despite the difficulties, managed to realize the dream of having a baby.
A cycle of stories that has excited and involved thousands of users generating several views and reignited the debate on the delicate theme of infertility.

 



GOALS

Information for aspiring parents

#DestinazioneGenitori (Destination: Parents) is the campaign we have created together with Merck to talk about fertility and provide correct information to aspiring parents.



THE INFORMATION CAMPAIGN

Travel diary of mothers and fathers

After asking children how children are born, we invited 4 couples to tell the path that led them to embrace their babies.
Thanks to the format of video pills we can see the stages corresponding to the most significant moments of parent’s journey:

  • Desire and difficulties to have a child
  • Identification of their problem and the attempts in ART
  • The joy of birth

The contents were conveyed via Merck Italia YouTube Channel and incorporated into the landing page #DestinazioneGenitori.

Cesare Serono Foundation FB page published video pills accompanied by a warm and informal tone of voice, aimed at creating a sense of closeness and empathy in the public opinion.

The activity on social networks were supported by an intense press office activity with more than 29 MLN of contacts.



RESULTS

Stories that have involved users.

The stories of the couples of #DestinazioneGenitori have excited users, who spontaneously contributed to the conversation on this issues.

The result has been quantified in thousands of comments, interactions and views, as well as visits to the landing page and to the list of fertility Centers in Italy.

+ 37.000

YOUTUBE VIEWS

user generated content

+ 4.500

SOCIAL REACTIONS

interazioni

+ 100.000

CLICK ON LINK

RESULTS

Stories that have involved users.

The stories of the couples of #DestinazioneGenitori have excited users, who spontaneously contributed to the conversation on this issues.

The result has been quantified in thousands of comments, interactions and views, as well as visits to the landing page and to the list of fertility Centers in Italy.

user generated content interazioni

+ 37.000

YOUTUBE VIEWS

+ 4.500

SOCIAL REACTIONS

+ 100.000

CLICK ON LINK