Situation: Livia created an affordable, non-invasive wearable to reduce menstrual cramps. The company became part of a trend to apply technology to common medical ailments.

Strategy: We approached the media with several strategies, such as launching an educational campaign to minimize confusion about its non-invasiveness, securing product demos and media reviews, creating an image of a menstrual pain-free lifestyle, and even taking a political position. Additionally, we led a crisis plan to combat media questions about the product’s viability.

Results: We achieved success across national press, women’s magazines, and top-tier media, and were able to navigate turbulent waters brought on by attacks from publications like Vice.