
The Scottish government’s bizarre egg donor drive
A bright pink box fills my screen; soon it’s filled with blue cartoon sperm swimming towards a large, wobbling egg, where they congregate to spell the word ‘joy’. Alongside it is a message, which reads: ‘By becoming an egg or sperm donor, you could give the joy of starting a family to more than 200 people in Scotland, who need help becoming a family.’ It’s accompanied with the hashtag ‘JoyLoveHope’. I’m looking at a digital advert, part of a series rolled out across radio and the internet in Scotland from 2021 until last year, where it culminated in National Fertility Week. Advertising for egg donors (and sperm donors) is a
