SA Health
Sometimes the simplest ideas create the most impact.
When South Australia became the first government agency in the country to offer a publicly accessible online Donor Conception Register (DCR) in 2025, it needed to ensure people knew what was coming.
Previously, the DCR – a central and secure online archive of donor conception information – was only accessible by Assisted Reproductive Treatment (ART) clinics and SA Health staff. But with new legislation proclaimed in 2025, donor-conceived people, recipient parents and donors themselves gained the legal right to register for support to access vital genetic heritage information.
The aim was to better support the health and wellbeing of donor-conceived people and shift away from previous donor anonymity and the historic culture of secrecy surrounding donor conception.
This made South Australia’s DCR one of only a few registers in the world and the second in the country to provide retrospective access to verified donor conception records, marking a significant step towards transparency, identity rights, and long-term health outcomes for donor-conceived individuals.
To inform the community and reach those most directly impacted by the changes, SA Health engaged Fuller to develop a creative direction to support a public awareness and behaviour change campaign.
Challenge
The challenge was to communicate important legislative changes clearly and respectfully, while encouraging meaningful engagement with South Australia’s new Donor Conception Register.
The campaign needed to help people understand what the changes meant for them, why registering with the DCR mattered, and how the new register could support access to important genetic heritage information.
Approach
Fuller worked in close collaboration with SA Health over several months to craft a campaign that was simple, direct and above all, respectful.
Centred around the message “It’s no secret. Donor conception laws have changed,” the campaign used stripped-back visuals and clear, accessible language to ensure clarity and emotional resonance.
The campaign was designed not only to inform people about the legislative changes, but to drive action – encouraging individuals to understand what the shift meant for them, and why registering with the DCR mattered.
Fuller provided SA Health with a Playbook for development for campaign collateral, as well as a suite of static and animated assets – all designed to meet people where they are, and support them as they navigate this important change.
Audience
Three audiences. Three perspectives.
The campaign needed to speak to three distinct audiences, with tailored messaging and visuals designed to appeal and resonate with each Donors, Donor-conceived people and Parents of donor-conceived individuals.
By recognising the different experiences and perspectives of each audience, the campaign could provide information that felt relevant and meaningful to the people most directly impacted by the changes.
Creative Direction
Giving people clarity around a sensitive subject.
The creative direction was deliberately stripped back, with simple and direct messaging used to communicate a significant legislative and social change.
When it came to tone of voice, an empowering, motivating tone was incorporated, ensuring the campaign could encourage people to take action while remaining sensitive to the deeply personal nature of donor conception.
Campaign Development
A suite of assets designed to support meaningful engagement.
Fuller developed a Playbook for the development of campaign collateral, alongside a suite of static and animated assets.
The campaign materials were designed to meet people where they are, providing clear and accessible information as they navigate the changes and consider what the Donor Conception Register means for them.
A respectful transition.
In helping deliver this campaign, Fuller played a vital role in highlighting a sensitive topic and a significant social transition in a respectful manner. Approved by lived experience groups, the campaign gave people the opportunity to connect with their origins and take ownership of their personal stories.
