Campaign details

Advertiser: Recruit Lifestyle
Brand: Seem
Agency: Dentsu Tokyo
Country: Japan

Objectives

Japan's population is expected to shrink by as much as 20% by 2050. (Figure 1)1

Figure 1

One of the major factors behind it is the rising number of couples with fertility problems, following the growing tendency to marry later. In fact, about one in 5 couples suffer from infertility today. (Figure 2) 2

Figure 2

Despite the fact, many men do not act in the early stage of fertility treatment while women go through all the tests, because many Japanese still believe that "fertility treatment is solely for women". However, according to WHO, about half (46%) of fertility problems are found with men. (Figure 3) 3