The Red Consultancy to promote egg donations

The Government has called in agency support for a PR campaign to encourage women to donate reproductive eggs.

Pregnancy: Department of Health campaign
Pregnancy: Department of Health campaign

The Red Consultancy has been chosen for the campaign, which is funded by the Department of Health.

The agency will promote the donation of eggs, or gametes, from 18- to 35-year-old women, particularly new mothers. The eggs will then be used in fertility treatment for women.

The campaign is being handled on behalf of the National Gamete Donation Trust. The body's chair Laura Witjens said: 'The average wait for an egg donation in the UK is two years but it can be up to four years in some parts of the country.

'The problem is that most women are simply unaware that donors are needed and that they could become a donor. This campaign will address that problem and hopefully boost donor numbers.'

The activity, which starts immediately, will include media relations such as case studies focused on the five regions most in need of donations - Bristol, Birmingham, London, Liverpool and Manchester. The campaign will also involve taking the message to pre-school learning centres, GP surgeries, maternity hospitals and family planning clinics.

Red won the account following a competitive pitch that included Fishburn Hedges and Trimedia. The account will be headed up by associate director Perena Heywood-Jones, leading a team of four.

Heywood-Jones said: 'Egg donation is challenging subject matter because it has a low level of awareness.

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