In an impactful news brand campaign leveraging a regional edition of national news brand Metro, ‘Joy’ offers a glimpse into the incredible true story of three pioneering British scientists who developed the groundbreaking IVF technology in the 1960s and 1970s
In an impactful news brand campaign planned by Dentsu, print editions of Metro in the north west featured a bespoke cover wrap celebrating the town of Oldham’s role in the groundbreaking research of IVF.
The campaign also partnered with regional Reach titles in Manchester, Cambridge (the birthplace of the scientists heading the research) and Bristol (the city where Louise Joy Brown, the world’s first IVF baby, grew up).
