Infertility in India is a taboo and despite the immense pressure that young couples go through to conceive, IVF is looked down upon in the country and termed as an “unnatural way” to start a family.
Infertility, in fact, is a common biological condition that has affected around 27.5 million people in India. Through its new campaign titled ‘#LogonKaKaamHaiKehena’, Parents of Fertility, an awareness initiative by Merck and WATConsult, urge the society to support and encourage couples who want to start a family and have chosen to have a child via IVF.
The campaign shows a woman making her way bravely to an IVF centre where her husband is waiting for her while the protests of naysayers are running a loop in the background.
The campaign calls out for support from everyone to put a stop to the social stigma attached to infertility. The campaign invites everyone to “Block out the noise” by a simple action of putting on earphones and uploading an image on social media using the hashtag #LogonKaKaamHaiKehena.
Commenting on the campaign, Rajiv Dingra, Founder and CEO, WATConsult, said, “Infertility is still a taboo in our country and with the campaign we wanted to urge the society to support and encourage couples who want to start a family through IVF, instead of ostracising them for opting ‘the unnatural way’. We aim to spread maximum awareness via this campaign with an objective to seek some positive impact in the society. This campaign will have legs – influencer outreach, native articles, radio, a few other small videos but this video remains the master one.”
Client: Parents of Fertility
Creative and Client Servicing: Sahil Shah, Sabiha Khan, Sahil Siddhiqui, Daniel David, Rashida Pankhawalla, Zenia Menezes, Akansha Rawat, Candice Dsouza, Aaheda Alvi, Rohan More