Gen V
A collaboration between the Murdoch Children’s Research Institute, The Royal Children’s Hospital and The University of Melbourne, GenV is an extremely audacious project to collect de-identified medical data for every child born in Victoria to generate the world’s largest snapshot of a generation. This information is now being used to solve serious medical conundrums.
We were charged with creating the video launch campaign for GenV to help explain the project to mothers and fathers as they approach the extraordinarily sensitive time of childbirth.
Achieving consent from expecting mothers & fathers is not something to be taken lightly. As such, the topic had to be approached from many angles to not only properly describe the project, but also to put the prospective parents at ease about the whole thing.
The campaign has seen huge success with buy-in from prospective parents at astronomical levels.
BABY MIA - Awareness
Part of the initial awareness campaign, Baby Mia was the first cab off the rank. It delivered an overview on what the entire GenV project is.
COUNT ME IN - Awareness
This awareness piece is to reiterate the main aspects of the project while including the voices of parents to deliver the message empathetically.
GenV MINI-DOCO - Content
We made this mini-doco to expand on the ideas, information and aspirations of the project and its truly massive scale.
DR SARATH EXPLAINS - Content
Dr Sarath of the Royal Children's Hospital explains why the GenV initiative is so important.
GenV RESEARCHER - Content
This piece gives the researcher's perspective.
GenV MIDWIFE - Content
We hear about GenV from the perspective of an obstetrician.
GenV - DOCTOR - Content
A doctor explains why GenV is so important for the future of all Victorians and Australians.
FAQs - PRIVACY - Content
FAQs - ANXIETY - Content
FAQs - OBESITY - Content
FAQs - ALLERGIES - Content