Mellors Reay and Partners has been picked to run the first campaign to
persuade more women to help with infertility treatment by donating their
The Egg Donor Advice Centre at London’s King’s College Hospital is
behind the initiative, which will run in women’s magazines and on
posters with a message that asks: ‘Are you the kind of woman who could
make another woman pregnant?’
Gary Betts and Malcolm Green, the agency’s joint creative directors,
devised the ads for the centre, which runs one of Britain’s largest IVF
A lack of suitable egg donors has meant that only three couples have
received donated eggs since the centre’s new egg-donation programme
began operating in June last year.
At present 150 couples - some of whom have been waiting for more than
five years - are hoping to receive treatment with donated eggs.
Justin Cernis, the Mellors Reay new-business partner, said: ‘We didn’t
want to do something that clearly looked like a charity ad. We have
tried to avoid emotion and approach potential donors on a very rational