Ogilvy and Gedeon Richter launch initiative to support women on their path to motherhood

Although fertility challenges impact many women and men, the subject is still rarely discussed. That’s why Ogilvy has created a campaign that sheds light on this sensitive topic and helps break social taboos. The focus is on women who face fertility-related challenges – whether due to age, health issues or other factors. The goal is to show that fertility concerns are common today, and that modern medicine offers effective solutions.

“Our goal is not only to promote Ovosicare, but also to encourage open conversation about fertility – a topic that should no longer be taboo. We want to show that it’s both important and normal to talk about these issues,” says Tereza Sabová from Ogilvy.

“Modern medicine today offers effective ways to support women on their path to motherhood. Through this campaign, we want to introduce Ovosicare Fertility while also reaching a broader audience and sharing stories and experiences that can inspire courage and hope. Our aim is to create a space where women feel understood and where they can find not only expert guidance but also support from others,” says Jaroslav Huss, Digital Manager at Gedeon Richter.

The face of the initiative is journalist Lucie Ptáčková, who has long been openly sharing her personal journey to motherhood. In her podcast Buď dobrá and across various media, she addresses fertility-related topics and offers women support and reassurance that their journey can have a happy ending.

The campaign runs for two months on Facebook and Instagram. It also includes a sponsored episode of Buď dobrá, dedicated to fertility, featuring expert advice and authentic personal stories.

Creative agency: Ogilvy
Brand: Ovosicare
Client: Gedeon Richter
Client contact: Jaroslav Huss
Media mix: Social, Audio
Account Management: Anna Stěpanovová, Kristina Birošová
Idea Making: Marie Majerová
Art Direction: Milan Ondruch
Social Strategy: Lukas Michael