Hunky firefighters, lifeguards and other emergency workers feature in a digital campaign from Australia, encouraging men to become sperm donors with the cheeky tagline: "Inside every hero there are millions more."
Agency Core Sydney created the ads to promote fertility specialists IVF Australia and Melbourne IVF, part of Virtus Health, to encourage men to come forward to its sperm bank. There is currently a shortage of donors across the country, so the campaign will run across social media channels that will target men. The agency explains in a statement: "The selfless nature often associated with an emergency service worker, who devotes their life to saving the lives of others, is also required of the men who volunteer to become sperm donors."
We agree: and it's certainly an eye-catching tagline.