Advertisement around the Egg sperm campaign: FOI release

Information request and response under the Freedom of Information (Scotland) Act 2002.

Information requested

When you first launched the Government backed Egg Sperm Scotland campaign please? I saw online it was first announced in 2021; could you tell me if ads ran from that time please,or was the campaign just announced?

I understand that your new campaign launched on 30 October, to run for four weeks, but if you could tell me if this campaign has run previously (and on which media channels) I would be grateful.


The first Scottish Government National Donor Gamete campaign delivered in partnership with NHS Scotland was launched on 10 June 2021 and ran until 4 July 2021. A second campaign was launched on 31 October 2022 and ran until 27 November 2022.

The first national campaign was promoted via Facebook, Twitter, Spotify and YouTube, advertising in gyms and through a wide range of stakeholders including employers such as major supermarkets, NHS staff and the emergency services, who were provided with a ”toolkit” enclosing information on gamete donation, a downloadable poster and some examples of posts they could place on their own social media platforms. The four NHS Assisted Conception Units were also provided with resources to run local campaigns.

Stakeholders, including the NHS Assisted Conception Units, were again provided with a “toolkit” for use during the second national campaign but this time a radio advertisement was introduced as an additional tool to promote the campaign. The advert ran across Bauer radio networks for 4 weeks from 31 October 2022 to 27 November 2022.

The most recent campaign launched on 30 October 2023, and ran for four weeks across Bauer radio networks and social media channels, Facebook, Spotify and Instagram.

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Central Enquiry Unit
Phone: 0300 244 4000

The Scottish Government
St Andrews House
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