One in seven couples have fertility problems.
The Question is:
You could argue until you’re blue in the face about which nation’s men make the best lovers. But one thing is for sure, despite what some women think, British blokes are not a bunch of w*nkers. If they were, the National Gamete Donation Trust (NGDT) wouldn’t be running a new campaign.
The sad truth is that we’re in the middle of a sperm shortage crisis in this country. Did you know, for instance, that some of the sperm used in UK fertility clinics comes from Denmark, where apparently guys aren’t so backward in coming forward, as they say?
Part of the problem stems from changes in the law that took place almost two years ago that allows people to trace their biological parents, meaning sperm donors can no longer guarantee to remain anonymous. And now that new rules on buying sperm from abroad are coming into force, the situation could get even more difficult for the one in seven couples in this country with fertility problems, many of whom rely on sperm and egg donations.
All the more reason then for more British men to give a toss, says the NDGT, a government-funded charity set up to raise awareness of sperm and egg donation. And to encourage blokes to put more of their little swimmers to good use, the NDGT is launching an integrated internet campaign.
Helping hand
The on-line campaign as been handled by BDP Creative and is aimed at 18-45 year-olds - includes a cheeky interactive banner and a spoof video News Flash announcing “National Sperm Day”.
Clicking on the banner will take you to www.giveatoss.com where you can watch a longer video, play a cheeky game called “The Toss -O -Meter” and discover more facts about sperm that you’ll ever need to know (including how what you eat effects its taste!)
Based on the “ring the bell” funfair game, to win at “The Toss -O -Meter”, you have to use some pretty nifty wrist movements, while the tongue-in-cheek female video characters encourages you to ‘go faster’. When you ‘climax’ by ringing the bell, a message informs you that you’re man enough to donate.
The video is a spoof news broadcast about National Sperm Day, where Fi Huntingdon, a news reporter, is doing an outside broadcast alongside a mobile sperm bank (a mini-version of the familiar mobile Blood Bank).
Fit babes and “giving a hand” jokes aside, the video makes a number of serious points about the shortage of sperm donors in the UK.
Pip Morris, Donor Recruitment Manager at The NDGT said: “UK legislation is creating huge barriers for couples relying on egg and sperm donations. Raising awareness of the problem is a vital component in overcoming this.”
Campaign
The campaign was designed by BDPCreative.com. Kevin Petillo of BDP Creative said “It’s gratifying to know that there are people out there who do really do give a toss – NakedPenguinBoy.com and Kontraband.com have really stepped up to the mark to help us get a great campaign together.” All three companies donated their expertise to the cause. “Working with Kontraband.com provides us with access to a huge proportion of the online audience in the UK, which will be vital to give our viral campaign a head-start when it comes to maximizing its reach.”
Donor facts
The campaign launches immediately after Mothers Day to mark the fact that many UK women will remain childless unless more sperm donors offer their services. The NGDT needs 500 sperm donors each year, yet in the years leading up to 2005 only 160 donors came forward. Donors from ethnic minorities are in particularly short supply.
The good news is that for it takes just one sperm donor to help 10 families. You must be aged between 18 and 45, and not suffer from any genetic or health problems. The process of donating is, however, a major commitment, and takes 12 months from start to finish, requiring weekly or twice-weekly visits for up to six months.
You can donate sperm at one of many fertility clinics licensed by the Human Fertilisation Embryology Authority (HFEA: www.hfea.gov.uk ). To find out more, contact the NGDT’s confidential helpline on 0845 226 9193 or visit www.giveatoss.com.
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About BDP Creative
BDP Creative is a division of BDP Media, specialists in digital learning and communication solutions for the public and private sectors, who achieved 13th place in the Sunday Times Microsoft Tech Track 100.
BDP creative specialize in motion graphic production and are pushing the boundaries on how video can communicate brand message across the 21st century multi channel landscape. www.bdpcreative.com
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All press enquiries to:
Kevin Petillo
0207 939 7600
Kevin@BDPCreative.com