The campaign titled #Scream4IVF is urging public, influencers and celebrities to voice their opinion about the same. The campaign features the screaming faces of patients who have been affected by infertility. It was photographed and filmed by Andy Lo Po through Wyatt-Clarke and Jones.
The campaign aims to create the world’s longest scream for IVF, to be played at a rally outside Parliament on Wednesday October 10th.
The campaign will run for six weeks and will help Fertility Network to collect 100,000 signatures in an online petition so that the issue of unfair IVF access can be debated in the Houses of Parliament.
Lucy Forbes initiated and led the campaign with Georgia Tucker. The creative team consisted of Edu Lllena Portell, Jamie Thompson, Luke O’Driscoll, Vibz Thaker, Gez Purcell, Ben Gibson, Naomi Urch, Dara Mohammadi, Shaun O’Hara, Steph Quinn and Ana Sancho Medina.
According to the agency statement, in the UK, 3.5 million people – or one in six couples – are affected by the devastation and pain that fertility issues wreak. Yet most local health authorities unfairly deny couples the medically recommended fertility treatment.
Aileen Feeney, Fertility Network’s chief executive said: “The scale of damage infertility wreaks is vast. It can destroy relationships, lead to serious mental health problems, create social isolation, and cripple people financially.
"Facing a life without the children you long for means screaming in pain, despair, frustration, desperation, and rage. But these screams of infertility are not being heard. This suffering is in silence.”
Sam Petyan, general manager of Saatchi & Saatchi Wellness said: “This is a campaign close to our agency’s hearts – we just had to help. People with infertility are suffering in silence. I’m confident that decision-makers in Westminster will empathise with their plight once they see how strongly people feel about this.”