CMA - IVF Treatment
CMA - IVF Treatment
The Brief
The Brief
Make complex consumer rights information accessible and reassuring for people navigating the emotionally charged process of fertility treatment.
Make complex consumer rights information accessible and reassuring for people navigating the emotionally charged process of fertility treatment.
The Approach
The Approach
Tone was everything here. We used warm, inclusive animation and a calm, familiar voiceover to create a film that felt supportive rather than bureaucratic. Complexity was stripped back without dumbing down and every piece of information was framed around what it meant for the viewer, not what the regulation said. The film ended with a clear, unambiguous call to action directing people to the CMA's guide.
Tone was everything here. We used warm, inclusive animation and a calm, familiar voiceover to create a film that felt supportive rather than bureaucratic. Complexity was stripped back without dumbing down and every piece of information was framed around what it meant for the viewer, not what the regulation said. The film ended with a clear, unambiguous call to action directing people to the CMA's guide.
The Results
The Results
Traffic to the CMA's IVF consumer rights guide increased by 61% in the month following the film's release. Fertility clinic patient advocacy groups shared the film independently across their own channels, extending reach beyond the CMA's owned audience. Viewer research confirmed that audiences felt significantly more informed and empowered about their rights after watching - the primary objective of the campaign.
Traffic to the CMA's IVF consumer rights guide increased by 61% in the month following the film's release. Fertility clinic patient advocacy groups shared the film independently across their own channels, extending reach beyond the CMA's owned audience. Viewer research confirmed that audiences felt significantly more informed and empowered about their rights after watching - the primary objective of the campaign.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.
Our Services
Legal and Compliance
© 2026 Malt Films. All rights reserved.