Creative Director & Writer
Virtus HealthClient
The ReadymoonProject
PR
About:Virtus Health needed a low-to-no-budget campaign to promote its fertility services and drive enquiries from women and couples who want to conceive. But we found that couples often endured months of trying and failing to conceive before looking into their fertility.
Our idea was to coin a new relationship milestone: ‘the readymoon’ – turning the moment you decide you’re ready into the moment you should get a fertility test.
Consumer research, patient case studies, and Virtus medical experts brought the story to life. Like the honeymoon and the more recent babymoon, the readymoon sparked a media trend that got Australia talking.
There were 224 pieces of earned coverage across press, radio, TV and podcasts that drove incredible inbound enquires for Virtus Health.