Counsel was hired by a pharmaceutical manufacturer and an advocacy organization for families with infertility challenges, Conceivable Dreams, to help secure Ontario government funding for in vitro fertilization (IVF) for couples who wanted to become parents but couldn’t due to infertility. The challenge was to obtain a commitment to a new funding program despite the province’s current financial pressures.
Through an integrated PR for GR campaign, Counsel worked with Conceivable Dreams to build grassroots support to influence government action. This included developing and executing a strategic communications plan designed to drive public awareness around the issue through expert physician commentary and patient stories that brought the issue to life. Counsel developed a tool kit of public relations materials, provided spokesperson training, managed media relations activities, and helped build an extensive social media presence for the group in the channels most likely to be seen by political decision makers.
In response to our combined efforts, the Ontario government made the monumental announcement that it would cover the cost of one round of IVF for infertile couples. Counsel subsequently secured coverage in multiple major media outlets to promote this victory.
Counsel continues to advise Conceivable Dreams as they seek to build on the Ontario example to achieve similar breakthroughs in other jurisdictions.