Born is a progressive sperm bank based in Denmark, determined to ethically grant those in need with the means to start a family, and they have chosen us to work with them to spread their word through all of Europe. Working with them, we launched a unique campaign targeted at young men, in particular university students, to encourage them to share their ‘genetic wealth’ and donate sperm for aspiring parents with fertility challenges. With awareness of how and where to donate sperm still low, we ran a geo-targeted display and social media campaign to drive reach and awareness across Denmark’s 3 major cities within 30km of the donation clinics. Even when focused on these notably specific targeting parameters, the campaign still managed to deliver over 2 million impressions in the first month of its run, attracting a remarkable amount of new potential donors to the sign-up pages in a short period of time.