When the Ethics Council unveiled its new recommendations on euthanasia and abortion limits in the fall of 2023, FRIDAY’s task was to prepare the press to ensure that crucial nuances in these complex debates were not lost. As we have done many times before, when a story requires more than just a press release, we invited the country’s health journalists and national media to a press briefing, facilitated the event, coordinated subsequent interviews, and produced a wide range of materials for journalists.

The press effort proved successful. The briefing room was filled, and there was significant interest. In the following days, the new recommendations were mentioned over 600 times in the media, and all journalists adhered to the strict embargo agreements.