How Magnify PR helped change the law

Sometimes, PR is about launching a business, building a reputation or putting a brilliant story in front of the right audience.

And sometimes, it is about helping change the law.

Our work with solicitor and campaigner Keeley Lengthorn and George’s Law began with a Friday night phone call. Keeley had an enormous idea: to change the law around miscarriage leave, so that parents who experienced the devastating loss of a baby would have time and space to grieve.

At the heart of the idea was George, Keeley’s son, and a simple but powerful belief: that losing a baby should be recognised as a bereavement, not something a parent is expected to quietly put behind them and carry on with work as normal.

From that first conversation, Magnify PR helped turn Keeley’s personal experience and determination into a campaign that has reached far beyond her own story. We worked to make sure George’s story was heard, placing it in hundreds of outlets across the UK, while giving a platform to the many other bereaved parents whose experiences showed why change was needed.

The campaign brought together storytelling, media relations, advocacy and persistence. It meant finding the human stories behind the issue, connecting with politicians and policymakers, making the case for change and ensuring George’s name and the voices of bereaved parents stayed part of the national conversation.

And now, thankfully, we are seeing the change we campaigned for.

The Government has announced a new statutory right to miscarriage leave, with the provisions due to come into effect in April 2027. It means what began as an idea shared on a Friday night has helped become a change in the law that will give greater recognition and protection to families experiencing pregnancy loss.

For us, George’s Law is a powerful reminder of why campaigns and storytelling sit at the heart of everything we do at Magnify PR. The strongest campaigns are not simply about generating headlines. They are about giving people a voice, creating conversations that matter and using communications to help drive meaningful change.

We’re incredibly proud to be part of Keeley’s journey – and immensely proud of Keeley herself. Her courage, determination and refusal to accept that things could not be different have been extraordinary.

And our campaigning work certainly isn’t stopping here. We are currently embarking on a number of new campaigns, working with people and organisations who have important stories to tell and change they want to see. We’ll be sharing more about those very soon.

And there is still work to do on George’s Law.

The leave currently being introduced is unpaid. We want to see it become paid leave, so that every parent experiencing miscarriage can have the time they need to grieve without also having to worry about the financial consequences.

Fighting for what’s right and providing a platform for the underdog is an intrinsic part of the DNA at Magnify.

And it always will be.