SA Health
Major changes communicated with a simple message.
When South Australia became the first government agency in the country to offer a publicly accessible online Donor Conception Register (DCR) in 2025, it had to make sure people knew what was coming.
To inform the community and reach those most directly impacted by the changes, SA Health engaged Fuller to develop 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 to support the development of 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
The campaign needed to speak to three distinct audiences, with tailored messaging and visuals designed to appeal and resonate with donors, donor-conceived people, and parents of donor-conceived individuals.
By recognising the different experiences and perspectives of each audience, the campaign needed to provide information that felt relevant and meaningful to the people most directly impacted by the changes.
Creative Direction
The creative direction was deliberately stripped back, with simple and direct messaging used to communicate the significant legislative and social change.
When it came to tone, an empowering, motivating voice was incorporated, ensuring the campaign would encourage people to take action while remaining sensitive to the deeply personal nature of donor conception.
Campaign Development
Fuller developed a Playbook for the development of campaign collateral, alongside a suite of static and animated assets.
The campaign materials were designed to provide clear and accessible information to support people as the navigated the changes, and considered what the Donor Conception Register meant 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.
