INTERNATIONAL: PR-Technologies lands test-tube babies account

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.

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