SA Health: Donor Conception Awareness Campaign

Sometimes the simplest ideas create the most impact.

The Brief

A campaign to inform South Australia’s donor conception community of law changes and encourage meaningful engagement with the state’s new Donor Conception Register.

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: 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.

 

Services Provided

Brand Strategy and Identity, Design & Motion Graphics, Film, Photography & Audio

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 to not only 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.

Concept artwork examples

And the audience? There were three distinct audiences to be targeted with tailored messaging and visuals to appeal and resonate with each – people who are donors, donor-conceived people, and parents of donor-conceived individuals.

When it came to tone of voice, an empowering, motivating tone was incorporated, with simple and direct messaging.

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.