Farner's birth campaign for the Hirslanden Group breaks taboos
«Childbirth? How wonderful!» This romanticized view stresses out many pregnant women. The latest childbirth campaign, created by Farner in collaboration with the Hirslanden Group, is now setting the record straight.
"You just have to let go," "Do a water birth," or "You'll have less pain with a C-section." Pregnant women are often confronted with this and similar advice without being asked. A large-scale research shows: This romanticized expectation of their environment stresses many expectant mothers. And the embellished images of happily smiling new mothers in maternity clinics give women the feeling that their uncertainties are not being taken seriously. For the Hirslanden Group, with its ten maternity clinics and almost 7,500 births a year, this was reason enough to launch a campaign away from existing dogmas.
The cross-media creative concept developed with Farner helps expectant mothers with their questions and concerns about pregnancy, birth and postpartum. Films, posters, social ads, banners, ads and the landing page address them honestly and directly with authenticity and sensitivity. The focus is always on the empathetic relationship between mother and couple as well as midwives, obstetricians and nursing staff at the Hirslanden clinics, who position themselves as competent partners for individual needs.
Blunt imagery
The core of the campaign is the blunt imagery created before, during and after the births. The C-section images were produced by Karine & Oliver at the Hirslanden Klinik Aarau. For the other pictures, Farner was able to enlist the services of birth photographer Neely Ker-Fox. The reason: It proved difficult to find women in Switzerland for a birth shoot - a possible indication that childbirth still carries a lot of shame in this country. The Hirslanden Group's campaign therefore also wants to contribute to a less uptight approach to the subject.
From umbrella campaigns to clinic films
The granular digital campaign management also includes measures at clinic level. For example, Farner produced testimonial films for all participating clinics that specifically address the uncertainties and fears of new parents as well as their relationship with midwives and nursing staff - ultimately creating an even more human approach to this emotional event.
Responsible at the Hirslanden Group: Frank Nehlig, Olivia Werth, Sabine Swigulski, Lea Nenniger, Luca Pierini, Joel Glanzmann, Jessica Sidler, Eveline Pigeat, Yana Arrioja, Nadine Blum, Valeria Bieri, Bettina Widmer. Responsible at Visual Eyes: Natalija Fallocca-Bajric, Karine & Oliver; Birth photographer: Neely Ker-Fox. Responsible at Pixel Polish: Stephan Riederer. Responsible at Who's McQueen: Philipp Petersson; Phil&Jones: Phil Meyer, Jonas Schürmann. Responsible at Farner Consulting: Nils Rickert, Fabian Röthlisberger, Martin Fuchs, Bruce Roberts, Barbara Hess, Noëmi Fiechter, Nina Wick, Janine Paumann, Flurina Brändlin, Lukas Günter, Dominique Rohner, Ceng Derlik, Daphne Abderhalden, Nadine Büchler.
