MOSCOW: Russian PR agency PR-Technologies has been hired by
healthcare firm Organon to run a campaign highlighting the issue of
test-tube babies in the country.
A direct publicity prompt for the programme's start was provided by the
appearance of the 2,000th test-tube baby at Moscow's EKO medical
According to the campaign's organisers, in spite of many years of
successful experience in treating infertility, a multitude of legal
problems in this field are still unregulated in Russia.
At the same time, problems connected with artificial insemination are
still far from being a high priority in the eyes of the public.
The programme is laying special emphasis on media relations.
With the consent of patients, reporters are being given the maximum
opportunity of seeing the work of the EKO centre and also of meeting
families with children who were born thanks to the doctors there.