Opening Media Doors for an Advocacy Message

Chameleon Collective focused on respected publishers that reached policymakers, business leaders, international government leaders, and healthcare professionals. The work wasn't just persuading them about PMI's evolved vision, but aligning them with the company's advocacy marketing. We opened doors at several major national newspapers and TV networks and their websites, and built momentum with cable news platforms. In parallel, we paid attention to multicultural audiences and their primary media choices, and pursued inclusion in respected healthcare and medical journals.

The effort paid off. PMI's message found a voice on prominent platforms including Univision and Telemundo, reaching Hispanic audiences, and on broad-reaching networks that are part of NBC Universal. Publications like the Washington Post, Fortune, and MedCity News also carried PMI's commitment. The expanded reach was more than placement; it marked a shift in perception and gave PMI new avenues to communicate its mission.