We’re delighted to see Paper + Spark shortlisted five times at the 2026 PRIME Awards, recognising two of our healthcare campaigns across marketing innovation, public health, PR and campaign excellence.
Paper + Spark are finalists for the following 2026 PRIME Awards categories
Get #FertilityFit | Merck Healthcare
- Marketing Innovation Award
- Marketing Campaign of the Year
YourIVFSuccess | UNSW Centre for Big Data Research in Health
- Marketing Innovation Award
- Best Public Health Initiative
- Best PR Campaign – Awareness & Advocacy
For us, the recognition reflects two different approaches to an important challenge; making fertility conversations more proactive, accessible and useful, whether that means helping people understand their options earlier or giving them better information when making decisions.
Making fertility part of the conversation earlier
For Merck Healthcare, the challenge was clear. Fertility conversations often start too late, with Australians only beginning to think about fertility when they start trying to conceive.
Get #FertilityFit set out to change that by reframing fertility literacy as something empowering rather than something driven by pressure or fear.
The campaign positioned fertility as part of broader health, wellbeing and future planning, giving Australians aged 25–35 accessible information at a time when fertility might not yet feel like an immediate concern.
The result was an integrated campaign spanning TikTok, Meta, Pinterest, Google Search, influencer partnerships, earned media, in-gym activations and GP education. In its first two months, Get #FertilityFit generated 52 million impressions, more than 170,000 website visits and 15.4 million earned media reach (across more than 90 media outlets). Organic influencer content reached 582,000 views, while coverage in major national publications, including The Sydney Morning Herald and The Age, helped bring fertility literacy into the broader public conversation.
The campaign demonstrated that healthcare communications can be proactive, culturally relevant and genuinely engaging, helping make fertility a conversation that happens earlier, not just when treatment is already on the horizon.
Turning fertility data into better decisions
YourIVFSuccess took a different approach: using data not simply to understand an audience, but to help people better understand themselves.
The result was Australia’s first government-funded IVF Success Estimator and Planned Egg Freezing Calculator, translating complex statistical modelling into personalised probabilities based on individual circumstances.
The platform has delivered significant growth, with average monthly active users increasing 522%, from December 2024 to early 2026. Top-three keyword rankings increased from 25 to 90, while first-page rankings increased from 73 to 158.
More importantly, the data has helped influence real-world decisions. The IVF Success Estimator achieved a 91% trust rating, with one in five users reporting that it changed the timing of their fertility treatment. The Planned Egg Freezing Calculator achieved 90% engagement, while its national launch generated 211 media placements and reached more than six million Australians.
Two campaigns, one shared ambition
While the campaigns take different approaches, they share a common ambition: making healthcare information more useful, accessible and actionable.
We’re incredibly proud to see Get #FertilityFit and YourIVFSuccess recognised across five categories at the PRIME Awards, and grateful to our clients at Merck Healthcare and UNSW for trusting us to tackle complex challenges with strategy, creativity, data and communications.
Congratulations to all the 2026 finalists. We look forward to celebrating with the healthcare and life sciences industry at the awards.
Read more: 2026 PRIME Awards finalists.
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