ALCEA SURROGACY
Alcea Surrogacy, an upcoming surrogacy agency, asked us to help attract a substantial number of qualified surrogates to their program. We conducted in-depth market research to understand why were there an abundance of intended parents yet a shortage of surrogates. We set out to demystify and de-stigmatize surrogacy while understanding the wider problems that people considering surrogacy faced, ranging from cost to mental health to political policies to misinformation online.
CHALLENGE
Our challenge stemmed from the fact that surrogates today encounter an unprecedented level of risks, while societal perceptions and the intrinsic value associated with surrogacy have remained static. Compounding the issue, Alcea Surrogacy found itself unable to compete financially with larger, less ethically conscious agencies, further exacerbating fears and stigmas associated with these risks.
AUDIENCE
Alcea was targeting individuals biologically equipped with a womb (not necessarily presenting as female), aged between 21-42, and meeting all requisite criteria, including vaccination status. Our core target audience fell within the 25-40 age bracket. Alcea was particularly interested in engaging with individuals who previously contemplated surrogacy but were deterred due to the Covid-19 pandemic.
STRATEGY
Our strategy was to reframe surrogacy as an act of honor and pride. We sought to highlight how surrogates gave others the chance to build a family by performing an invaluable service. Aiming to modernize the perception of surrogacy by presenting it as a contemporary solution for those longing for children in our complex times, our approach was encapsulated in a marketing campaign that resonated with our target demographic: the rising generation of intended parents. Under the rallying cry of #WeAreSurrogates, we communicated a shared understanding and camaraderie within the surrogacy community.
INSIGHT
Our key insight for Alcea Surrogacy is the lack of recognition and support for surrogates as public servants. Despite the important role that surrogates play in helping individuals and couples become parents, they are often not treated with the same level of respect and appreciation as other public servants. This presented an opportunity for Alcea Surrogacy to differentiate itself by valuing and supporting its surrogates in a meaningful way, which we helped them achieve by raising public awareness about the integral role that surrogates played, provided ongoing support and education for surrogates, meanwhile elevating Alcea's reputation as a surrogate-first organization.
