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DES Action

Challenge

DES is an anti-miscarrage drug taken by millions of women between the 1940’s and 1970’s. Instead, it caused reproductive problems, including cancer, in many of their daughters. Al Rothstein Media Services, Inc. was brought in to secure media coverage that would result in heavy attendance at an educational seminar to be conducted by local physicians and an attorney.

Process

In our research, we found that although DES is not a new issue, there is concern about the effects on a third generation—the granddaughters of those who used it. We coordinated the formation of a local non-profit to educate the community on DES, and affiliated it with the national DES Action chapter. We set up a local hot line and recruited DES victims as volunteers.

With the non-profit and the knowledge of third generation evidence, we now had two fresh angles that made our story credible to the news media. We also trained the DES victims, the attorney and physicians to tell their stories to the media. We strategically picked the reporters who were most likely to cover our story in a caring fashion.

Results

Every local television station and two local newspapers covered this event prior to the seminar, with reporters encouraging people to attend. This resulted in a standing-room only seminar. Three local network affiliates also covered the seminar itself.

Attendees now have clear options such as avenues of appropriate medical care and legal action. The practices of the attorney and physicians are benefiting because of their participation in a sincere public relations effort to educate the community.