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.
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 |
 |
|---|
|
+ 4.500 SOCIAL REACTIONS |
 |
|---|
|
+ 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.
|
 |
|
|---|---|---|
|
+ 37.000 YOUTUBE VIEWS |
+ 4.500 SOCIAL REACTIONS |
+ 100.000 CLICK ON LINK |