About George’s Law
George’s Law is a campaign founded by Keeley Lengthorn after the loss of her son, George Emmett, born at twenty-two and a half weeks in March 2022. Having introduced a baby loss policy at her own law firm, Keeley took the fight national, campaigning for paid bereavement leave for parents who lose a baby before twenty-four weeks.
Magnifying a Mother's Fight for Change
What they needed support with
George’s Law began with Keeley Lengthorn, a solicitor who lost her son George at 22 weeks. Because her loss happened before 24 weeks, she was not entitled to statutory bereavement leave, a gap in the law affecting thousands of parents expected to return to work without proper recognition of what had happened.
How we delivered
Magnify PR worked with Keeley to turn that personal loss into a national campaign, protecting the humanity of the story while building the media pressure, public awareness and political visibility needed to change the law. Through George’s Law, we helped shape and amplify one clear question: why should the law recognise some grieving parents, but not others? Government figures citing around 250,000 miscarriages and a further 12,000 ectopic pregnancy losses each year in the UK made the scale of the issue impossible to ignore.
What the results were
In July 2025, the Government announced that families experiencing pregnancy loss before 24 weeks would become entitled to protected bereavement leave under amendments to the Employment Rights Bill. The Employment Rights Act received Royal Assent on 18 December 2025, with the new statutory right due to come into effect in 2027. George’s Law is proof of what campaign communications can achieve when handled with care, persistence and purpose: one mother’s story becoming a national call for change, and a law that will improve the rights of hundreds of thousands of people.
