Slow tech and emergency communication for crisis situations
THE CHALLENGE
Protofy.xyz, a company that supports research departments in the rapid development of technological innovations and hardware prototypes, set out to help tackle the COVID-19 crisis and the shortage of ventilators. To do this, they created OxyGEN, a device that automates manual ventilation for patients, following the philosophy of slow tech and open hardware: easy to build, low cost, and replicable anywhere in the world.
OxyGEN emerged in the midst of the pandemic, so it was crucial to support the project in a multidisciplinary way to ensure its success. Promoting OxyGEN in the media aimed to gain recognition to accelerate the approval process, allowing the device to reach hospitals as quickly as possible.
STRATEGY
The coronavirus crisis created an overload of media information, so it was crucial to make OxyGEN stand out among the flood of news and initiatives. We relied on three pillars of action:
Phase 1
Unique and clear positioning
Positioning OxyGEN as a device that would help relieve the overloaded healthcare system.
Phase 2
Constant updates
The urgency of the project resulted in constant updates on the product information and homologation process.
Phase 3
24/7 communication
Regular meetings with most of the company’s team to ensure the success of the project.
RESULTS
Through in-person and phone interviews with major media outlets, and the distribution of press releases during the device’s presentation and approval process, we achieved very positive results:
Days
Media appearances
Interviews
LF Channel participated pro-bono.
