Fertility Journeys with HERA

A campaign to strengthen the connection between couples and help them achieve their family goals together.

ClientHera

The Challenge

Hera is a health tech company focused on men’s fertility, helping couples pinpoint fertility issues and improve their chances of pregnancy through evaluations, medications, supplements, coaching, and educational content.

Despite men being responsible for fertility issues 50% of the time, they are often left out of the process. Hera faced three key challenges:

  • Encouraging couples to test the man first, as his results are faster and can streamline the process.
  • Engaging men earlier in the fertility journey so they play an active role in decision-making.
  • Ensuring men complete the treatment if needed.
(workshop dynamics designed specifically for Hera)
(workshop dynamics designed specifically for Hera)
(overview of campaign strategy resulted from the workshop sessions)
(overview of campaign strategy resulted from the workshop sessions)

Our Approach

To build an effective campaign, we started with our Diagnostic Analysis workshop, where we:

  • Mapped the decision-making journey of couples.
  • Identified roadblocks in the traditional fertility process.
  • Defined how Hera’s solutions stand out from competitors.

We confirmed that women are usually the primary researchers and decision-makers in pregnancy planning, while men are less engaged and unsure of their role. With this insight, we designed a two-step campaign that:

  1. Captured women’s attention, encouraging them to share the message with their partners.
  2. Motivated men to take action, engaging them in the fertility evaluation process.
(double frame ratio layout to make sure the main focus of each scene is visible in all formats)

(double frame ratio layout to make sure the main focus of each scene is visible in all formats)

(storyboard color sequence)
(storyboard color sequence)

The Outcome

We developed an animation strategy with two key components:

  • Three short vertical videos – Fun, engaging, bite-sized content, designed to raise awareness and encourage couples to learn more. This videos were made to run across social media – either organically or in paid campaigns – and reach women and men alike to incite curiosity and lead couples to discuss and search for more information around the fertility topic.
  • One longer explainer video – Created in horizontal and vertical formats, this 60 second piece helps doctors and clinics introduce men’s fertility evaluation as an essential part of family planning. We suggested QR codes on brochures, posters, and digital platforms, leading to Hera’s landing page as the best distribution strategy to leverage information and conversations between couples.

By strategically addressing audience behavior and engagement, this campaign positions Hera as a leader in inclusive, proactive fertility solutions, ensuring men take an active role in their family planning journey.

We have an in depth article detailing the structure and decisions made throughout this project right here if you want to dig deeper.

Scope of Work

  • Strategy
  • Creative Direction
  • Art Direction
  • Storyboard
  • Script Review
  • Voice-Over
  • Illustration & Design
  • Animation
  • Sound Design

Credits

  • Executive Creative DirectionRaff Marques
  • Diagnosis & StrategyAlana MaganhaRaff MarquesFelippe Silveira
  • ProducerRuby Valls
  • Project CoordinatorJuliana Scaffa
  • CopywriterEmilia Barbu
  • Art DirectorMayumi Takahashi
  • StoryboardsDaniellly Romero
  • IllustrationClara CalendotMayara Lista
  • Head of MotionPedro de Britto
  • AnimationBarbara NozariMurilo Emerick
  • Sound DesignLucas Marreiro