SG NGO puts literal twist to 'pillow talk' to address hard convos on fertility

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Voluntary welfare organisation I Love Children (ILC), is placing pillows at the front and centre of its latest Know Your Fertility Wellness campaign, inspired by the term "pillow talk". President of ILC, Joni Ong, told MARKETING-INTERACTIVE that pillow talk refers to intimate, honest and unguarded conversations between couples.

As it recognised that fertility health may be a hard conversation topic for couples to have, the organisation decided to adopt a more lighthearted approach by incorporating pillow talk into its campaign. "We also wanted to make it relational by addressing the common misconceptions that most couples have through the speech bubble conversations between the pillows. Couples need to know that there is no stigma in going for a fertility health check rather, it is a step in taking charge of their own fertility wellness," she added.

ILC worked with APRW for the campaign which currently runs on social media platforms, and through OOH activations at bus interchanges, trains and train stations. The campaign, which has been ongoing annually since 2016, comes ahead of the organisation's fertility wellness webinars, which will be held on 12 and 19 November. ILC declined to disclose the monetary value of the campaign and its marketing plans for 2022.

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This year's fertility awareness campaign aims to reiterate the importance of fertility health awareness and to urge all couples to go for an early fertility health check together as it can affect their choices when planning for family. The campaign will also focus on delivering two key messages: Good general health does not mean good fertility health, and fertility issues are shared by both females and males.

The webinars will feature insights from doctors and experts who will discuss interesting fertility-related topics such as male and female fertility wellness, the difference in fertility treatments, and boosting fertility with traditional Chinese medicine.

"Many couples are unaware of their own fertility health, with the chances of a natural conception being further delayed especially for couples with undiagnosed fertility conditions. If fertility issues were discovered earlier, couples could seek timely treatments and increase their chances of conceiving," said Ong. As part of the campaign, ILC will also increase its webinar offerings, including partnering with Thomson Fertility Centre to give out 200 fertility health checks to couples, marking an increase from 150 last year. It will also offer 50 traditional Chinese medicine fertility consultations.

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Additionally, ILC will also launch the Fertility Go initiative, which targets corporates, particularly employees who are newlyweds or trying to conceive. As part of the initiative, the organisation plans to reach out to companies in Singapore to take the "I Love Children Fertility Go Pledge". This will allow companies to purchase fertility health checks from Thomson Fertility Centre at a special rate of SG$200 - as opposed to the usual cost of SG$450 - and employees can purchase the checks at SG$250.

Founded in September 2005, ILC aims to keep Singapore young by advocating higher priority to having children, educating couples on fertility wellness, and promoting a society where children are loved and mainstreamed. The organisation also encourages pro-children and pro-family causes.

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