It’s the pathos that does it.
EMD Serono has released a striking DTC campaign, on the theme of infertility – specifically, encouraging couples struggling with the problem to see a doctor and “increase your chances” [EMD Serono makes various products for infertility treatment].
Before you read on, I’d encourage you to go to the IncreaseYourChances.org site and just watch one of the mini-videos (I like the Jane video best, where the friend’s uterus is hated). It won’t take long to watch the others as well.
Yes, your first reaction to the Bird-and-Bee costumes, and the music, may make you think it’s all hokey. But watch. And see if the use of humor, sarcasm, and the depiction of raw relational emotions doesn’t pull you right in.
It’s very effective storytelling. And soon, you’re rooting for this fictional-but-somehow-very-real couple to succeed in getting pregnant. Because they’re portraying a genuine medical and marital problem, in a way that makes you feel the pain as well.
Unlike a lot of unrealistic and non-engaging 60 second DTC drug ads, this approach brings humanity to the fore, with just the right mix of emotional reality and humor. Probably most of us know couples in this situation – does this type of approach have the potential to help break down barriers and relieve isolation?
Let’s think about this for a bit. By themselves, the video stories are compelling – but if we think about other web and social media platforms, how could this be extended into even deeper levels of effectiveness? Could a year-long web-video “story” of this couple be crafted, with a successful outcome at the end? Could a community of people suffering with this condition be formed, catalyzed by this video? How might you take this on-line storytelling motif and use social media to expand it and help more couples?
The comments are yours….let’s brainstorm!
———-
Subscribe to the Impactiviti blog via e-mail (which will bring you Impactiviti Daily – a brief of the day’s top pharma news)
Visit the Impactiviti Job Board
Sign up for the Impactiviti Connection twice-monthly e-newsletter (see sample)
Impactiviti blog 
[…] “I hate her uterus!” DTC, infertility, and a very effective on-line campaign. IncreaseYourChances. […]
This took commitment to read, watch and process the campaign. And, once done, to let it stew for the better part of the day.
As the 1 in 8 referenced, my perspective is from the inside out. And, with bits so spot on I drew a crowd around my desk, giving me additional touch points from other perspectives. (Full disclosure, as the only mom among my co-workers, my perspectives end up an N of 1). One theme around me today was “a year and half isn’t a long time to try for a baby” … ah, the unitiated.
Familiarity of phrases and gestures–eyerolls, shoulder shrugs, “whatevs”) hooked me. And, as you pointed out, Steve, the costumes fall away after the initial shock. The realness, empathy and physical discomfort shared between the actors kept me through the series. All of which snapped me back to similar conversations on my own couch.
But, the ads should have gone farther to remove barriers to seeking expert/specialist advice. While the averages might be 1.5 years of trying, men and women need to know that after trying to get pregnant for 1 year (younger than 35) or 6 months (older than 35) it’s time to see a fertility doctor.
The shared community needs to shorten the amount of time couples (sadly, primarily women) are self-tortured by guilt, mourning and inadequacy. The ads need a stronger call to action.
PS….absolute favorite line, from the guy “I know it’s not my thing-y” …. BRILLIANT!!!
Marian
twitter.com/mariancutler