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PR & Reputation Management Company

Digital PR Agency

Cryos International – Transforming Perceptions, Driving Donations


When the world’s largest sperm bank, Cryos International, set out to launch their first UK clinic in Manchester, they faced a unique challenge. How do you generate buzz, encourage donations, and tackle societal stigma all at once? They turned to Smoking Gun PR for our expertise in integrated communications and launch campaigns.

The objectives for this campaign were:

  1. Generate substantial buzz for Cryos International’s UK launch.
  2. Motivate men in Manchester aged 18-45 to donate sperm, targeting 100 potential donors per month.
  3. Dismantle the stigma associated with sperm donation in the UK.
  4. Position Cryos as the leading sperm bank in the UK market.

At Smoking Gun, we don’t just deliver coverage – we drive real change. This campaign showcases our ability to:

  • Take on sensitive topics with tact and professionalism
  • Craft compelling narratives that resonate with both regional and national media
  • Leverage our media relationships to exceed client expectations
  • Drive measurable, impactful results through strategic communications

Ready to ignite your brand’s story? Let Smoking Gun be your catalyst for success.


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. 


219% increase

in donor applications after the first launch press release

Overall reach of 244,974,731

with an average DA of 74

Exceeded KPI by 292%

by securing 55 pieces of coverage, including 50 pieces of regional coverage and 4 national and 1 consumer

OK! Magazine exclusive

with Clinical Andrologist, Hannah Staples

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