Through a media relations approach, we captured the attention of regional media and national media, in the first instance, with a launch release that acted as a ‘call to action’ for the men of Manchester to donate their sperm.
The release educated audiences on how the process works, and how the donation will help and address the wider problem of the sperm shortage within the UK. Through media relations of the announcement, we invited Manchester Evening News down to see the clinic to show the relaxed atmosphere and interior plus a high-tech VR experience offered by the clinic.
For the second part of the campaign, we drafted an ‘insider’ style release, targeting national and lifestyle media. This was teamed up with the offer of a candid and enlightening look interview from the clinical andrologist at Cryos. The interview would delve deep into what working in a sperm bank entails and a behind-the-scenes look.