FANTASTIC! Actually, this will likely go down in PR history as the promotion of all time. This week Ketchum's client Russia announced "Conception Day" and instantly secured unbelievable international coverage.

With the slogan, "Give Birth to a Patriot on Russia Day," the PR campaign is designed to help boost Russia's low birth-rate. Russia wants to reverse the negative trend where its population is shrinking by about 700,000 people a year. Russia's population has slumped from 149 million in 1992 to just over 142 million today. In an attempt to turn that around, Wednesday, regional governor Sergei Morozov told employers to give couples Wednesday off to do the nasty.

And there's more! If a woman gives birth in exactly nine months time, she will qualify for a prize and could even win a new home. Note: Prizes will extend equally to unwed women. I'm in!

Alright... truth be known, this was not created by Ketchum. I had SO hoped that were that case. I begged Ketchum/London CEO David Gallagher to tell me it was. He couldn't. Too bad.

Actually, too honest. Hell... this is PR. We're certainly known to exaggerate. THAT'S WHAT WE DO! Moreover, we absolutely claim credit for things we didn't do all the time. Take Edelman and the Social Media Press Release. Yeah, they did that. And the national walking craze, that was all Carol Cone. Remember Cookie Wars? Aaron Cushman created that all by himself. I could go on. Excuse me but I've never known a Managing Director who wasn't single-handedly responsible for an office's profitability. Ever.

See where I'm goin'? Ketchum could have done the "Conception Day" promo. They're fully capable. They were/are in proximity. I bet you there was at least a conference call or two. I mean "passion" is part of their brand. Ya gotta believe that there are probably at least a few dozen account executives at Ketchum humping each other as we speak.

All to say, congratulations to the team. You really made something happen that made a difference in people's lives. Cheers. Keep up the good work.