As a long-time technology leader in lighting solutions that prioritize health and wellness indoors, Healthe engaged Pinkston to increase awareness and understanding of its innovative UVC and 222nm Far-UVC lights as a critical tool for combating the spread of SARS-CoV-2 and enabling people to safely return to work and other public gathering places following widespread shutdowns.
Pinkston’s campaign centered on the theme of validation, with a goal of educating members of the media and their audiences on the safety and efficacy of Healthe’s products. We did so by amplifying the extensive academic research underpinning the science of ultraviolet sanitization and by highlighting implementation of Healthe’s unique products in a wide variety of applications.
The intense competition and fast pace of coronavirus-related news coverage required persistent media outreach and continuous development of new story angles that would attract attention. Pinkston coordinated closely with independent researchers at Columbia University who could serve as third-party validators of Healthe’s technology, and with Healthe customers ranging from New York City’s iconic Magnolia Bakery to the NFL’s Miami Dolphins to the Seattle Space Needle. Pinkston generated coverage with unique story angles including the donation of a Healthe’s Cleanse Portal to a Washington, D.C. homeless shelter by professional hockey player Lars Eller, and by installing a Cleanse Portal and Cleanse Downlights in Pinkston’s offices to provide members of the media with a real-world application they could experience for themselves.
In addition to messaging and media outreach, the campaign comprised a wide range of owned- and digital-media tactics including cinematic storytelling and graphic design.
In the five months between April and August 2020, Pinkston generated more than 70 stories in a wide range of outlets -- from local broadcast affiliates and trade publications covering hospitality, elder care and other industries; to national broadcast and cable news including ABC’s “Good Morning America,” Fox News, CNN, Fox Business and CNBC; to print outlets including USA Today, the New York Times, Wall Street Journal, Washington Post and more. The total ad value of that coverage exceeded $6.1 million.