Background:

• Natallie Evans was left infertile after she was diagnosed with ovarian cancer in 2001. She began IVF treatment with her partner, and her fertilized embryos were then stored at the IVF clinic in Bath that they were using, but following their split he withdrew consent for the frozen embryos to be used.
• Natallie took her case to the High Court in 2003 asking for permission to be allowed to use the frozen embryos. She subsequently lost the case and her appeal. She then appealed to the European Court of Human Rights, which one year ago again ruled she should not be allowed to use them. Her appeal to the Grand Chamber of the European Court under three articles of the European Convention of Human Rights was her last legal option.

Campaign Objectives:

• To raise awareness and public debate of the case, and its final legal stage, and the current laws in the UK surrounding IVF treatment
• To demonstrate the expertise of solicitor Muiris Lyons and law firm Irwin Mitchell in the public law field
• To secure share of voice for Muiris Lyons and Irwin Mitchell in the coverage of the case across the media

Campaign Messages:

• Any couple could find themselves in the same situation as Natallie, this was a landmark ruling that the public needed to be made aware of
• Once a partner gives consent, should they be allowed to withdraw it at a later date?

Implementation:

• The media were invited to a press conference organized by the PR team as 4.00pm on April 10^th. The decision by the Grand Chamber of the European Court was revealed to the media, with Natallie Evans and Muiris Lyons reading out prepared statements.
• Ahead of the decision on April 10^th Natallie’s lawyer, Muiris Lyons, conducted live interviews with every major news network
• The press release announcing the decision was issued to the media just before the press conference took place
• Following the conference, Muiris Lyons conducted further live, and pre-recorded interviews with every major news network.
• Natallie Evans was interviewed exclusively by GMTV the following morning. An exclusive print deal was subsequently arranged between Natallie and Grazia magazine.

Top line media results:

• 13 national newspaper articles; including three front pages
• 10 national broadcast interviews by Muiris Lyons, including 5 that were recorded live
• 1 national live broadcast appearance by Natallie Evans on GMTV
• 10 regional broadcast interviews by Muiris Lyons
• 100 online pieces
• 3 items on the wires