NEWS: Mellors Reay lands job of encouraging women egg-donors

Mellors Reay and Partners has been picked to run the first campaign to persuade more women to help with infertility treatment by donating their eggs.

Mellors Reay and Partners has been picked to run the first campaign to

persuade more women to help with infertility treatment by donating their

eggs.



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

programmes.



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

level.’



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