Hera Fertility – Video campaign
A video campaign making fertility journeys more approachable
Creative studio Mowe reached out with a campaign…and a challenge.
Here we had Hera, a U.S. health tech company focusing on men’s fertility & increasing couples' chances of eventually changing diapers. Hera wanted a video campaign to educate and engage said couples about their fertility options. The only catch? Their product was aimed at men…whereas the main audience were women.
😬
Yep. After some research and workshops with the client, this was the conclusion: although men encountered fertility issues roughly 50% of the time, they were often left out of the process. Women, turns out, were the main researchers and decision-makers in the couple, often carrying this burden alone.
But, as we all know, it does take 2 to tango and...well, everything else.
Enter our 2-step campaign: designed to capture women’s attention but also motivate men into action, we set out to create a series of videos to support each and every couple on their fertility journey.
The first was a 60s explainer video, helping medical professionals introduce men’s fertility evaluation as a key part of any family planning — along with plenty of helpful advice. We built the script on a chapter structure, breaking down information in an easy, engaging way with simple language and a thoughtful approach to otherwise difficult conversations. The main takeaway? Planning beats panic & teamwork does the dream (baby) work.
Health Tech Video Explainer
The second part of the campaign focused on 3 short vertical videos designed for social media and raising awareness. The tone of voice and approach here was a bit more playful, tackling common situations with a cheeky intro and a quick, punchy core. Fifteen seconds to grab couples’ attention, provide essential insight and make them smile and discuss more — together.
No finger pointing, but no sugarcoating it either — just normalising the conversations other 9 million people are having around their fertility journeys. To help them take charge, and take heart.
Client: Hera Fertility
Created by: Mowe Studio; Executive Creative Direction: Raff Marques; Diagnosis & Strategy: Alana Maganha, Raff Marques, Felippe Silveira;Producer: Ruby Valls; Project Coordinator: Juliana Scaffa; Copywriter: Emilia Barbu; Art Director: Mayumi Takahashi; Storyboards: Daniellly Romero; Illustration: Clara Calendot, Mayara Lista; Head of Motion: Pedro de Britto; Animation: Barbara Nozari, Murilo Emerick; Sound Design: Lucas Marreiro.
#TLDR: Video Campaign, Copywriting, Script, Motion Design, Health Tech, Family planning, Male Fertility