One in every 8 couples struggles with infertility, yet it is still an often shushed topic that many shy away from talking about. Taking a humorous approach, EMD Serono launched a music video in order to bring awareness to fertility issues. In this video a 30-something couple, dressed appropriately as a bird and a bee, rap and sing about their experience trying to get pregnant. Raps the bird, Karen: “I do prenatal yoga / And I follow every detox / I heard high heels make you infertile / So I only wear my Reeboks / I drink these nasty smoothies / And I do the acupuncture / My cervical mucus is as thick as peanut butter.” The fertility rap covers so many of the ‘let’s-just-not-talk-about-it’ issues involved with fertility…the male bee even throws away his tighty whities for some fertility-friendly boxers!
This video is just one in a series—all featuring Neil and Karen, a bird and a bee trying to get pregnant. Meet Neil and Karen in this first video. As you can see, not all the videos are as comical as the featured rap song. For example, one of EMD Serono’s videos deals with the emotions that come from attending baby showers while struggling with infertility. While dry humor can certainly be found in this video, the focus is more on the emotional hardship of infertility.
Although infertility is certainly a sensitive issue, EMD Serono’s video works to (fully!) start a dialog around conception. EMD Serono hopes their video works to fight the stigma around fertility issues, and encourages couples to talk to each other, and their doctor, early on.
Some say the campaign is not sensitive to those who struggle with infertility, while others felt a strong positive connection to the videos. What do you think about EMD Serono’s Bird and Bee campaign?