Virtus Health launches new brand platform via The Open Arms

Reproductive services company Virtus Health has launched a new brand platform celebrating the diversity of contemporary notions of family, via impact driven creative agency The Open Arms.

The Your Fertility Family platform will be utilised across Virtus Health’s core national fertility brands IVF Australia, Melbourne IVF, Tas IVF and Queensland Fertility Group, acknowledging the importance of collaborative care for hopeful parents on their fertility journey and encapsulates the real impact fertility treatment has for families who need it



The 45 second spot introduces young people whose family’s may have relied on IVF and fertility services. Each young person introduces the viewer to their parents and the Virtus Health team members who played a role in their family’s fertility journey. Ending on the the note that ‘sometimes it takes a village’ to bring a child into the world, the spot highlights the ‘Your Fertility Family’ platform.

The campaign will be rolled out across social media, outdoor, BVOD and digital to support Virtus Health brands nationally and in Singapore from mid-April.

Kate Munnings, Virtus Health CEO said: “Your Fertility Family encapsulates both our desire to make the process as supportive as possible for our parents while doing everything we can to achieve the outcomes they are working so hard for.”

Munnings added that the collaborative approach highlighted in the campaign mirrors Virtus Health’s Precision Fertility strategy.

“Precision Fertility is Virtus Health’s global initiative that we will be launching at the end of 2022, which will connect our entire fertility care system in one virtual place, providing an enhanced experience for our patients, our staff, specialists and our partners.

“We behave as one fertility family from the science in the IVF lab through to fertility care, supporting some of the 15,000 families created each year by IVF. By utilising data to obtain insights we continually strive to augment clinical experience. With our Precision Fertility™ Digital Platform, we’ll have the ability to quickly analyse data using artificial intelligence (AI) and other technologies, to provide personal insights to with the aim of improving each individuals IVF success,” said Munnings.

Independent quantitative and qualitative research, and a series of national workshops helped underpin the campaign creative. The Open Arms also applied their strategic Empathy Model, to truly understand the experience and challenges of people undergoing fertility treatment.

Niki Evans, Virtus Health’s group marketing manager: “We wanted to communicate the depth of knowledge and passion across the business. From researchers to scientists to doctors, everyone is steadfast in their purpose and desire to help anyone needing fertility support to start or grow their families.”

The Open Arms co-founder and creative director, Jess Lilley, says: “Fertility treatment is something so many people go through but don’t necessarily talk about. We wanted to make sure people who’ve been through it see themselves reflected in the work while potential parents see the level of compassion and care they will experience with the Virtus Health team.”

The Open Arms won the Virtus Healthcare creative account in mid 2021. The agency was launched in late 2020 by Leo Burnett’s Jess Lilley, Otto Productions’ Jo de Fina and BWM Dentsu’s Amy Hollier, offering clients an  approach to creative work with a social purpose names ‘The Empathy Model’.

Client: Virtus Health
Group Marketing Manager: Niki Evans

Creative Agency: The Open Arms
Strategy Director: Amy Hollier
Creative Director: Jess Lilley
Executive Producer: Jo de Fina
Designer: Madeleine Pattison
Director: Maddelin McKenna
Producer: Lauren Nichols

Production Partners:
Director of Photography: Joey Knox
Set Design: Bianca Milani
Editor: Marty Gilchrist
Post Production: Puffin Post
Colourist: Edel Rafferty
Sound Design: Colin Simkins, Gusto Studios
Stills photography: Heather Dinas