Case Study: Techonology

Healthe Inc. - Product Launch Livestream Event

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THE RUB: Healthe — a light sciences company — wanted to create an online forum to network and discuss tech advancements but also attract the attention of mainstream media to the benefits of sanitizing the air with safe 222 nanometer Far UVC Light, since previous outreach efforts had focused on trade and broadcast storeis about the technology.

Because they met us while their founder, former NASA scientist, Fred Maxik, was interviewed for the Global Wellness Summit Podcast that S’Well Executive Produces and that it’s co-founder, Kim Marshall hosts, they knew of our understanding of and enthusiasm about their new technology. A few months later, they hired S’Well to craft a webinar to launch their new CLEANSE product, desgined for small, enclosed spaces such as elevators, subway cars, jetways and more to a targeted real estate, design and hospitality audience.

THE WORK:  S’Well used its experience creating vibrant online conversations during the pandemic shutdown to create a B2C event featuring top level consumer and trade media and the country’s largest real estate association. We came up with the title, “Light at the End of the Tunnel” and based on the science of how Far UVC affects viruses, crafted a Media Pitch with the Subject Line “VACCINATING INDOOR AIR AGAINST PATHOGENS – New FAR UVC light tool destroys airborne pathogens in real time.” Using our combined 40+ years of relationships in the media world, we secured a stellar panel including:

  • President & COO of BOMA (Building Owners & Managers Association – representing 15 million square feet of space)
  • Senior Editor of Travel + Leisure Magazine
  • Stacy Shoemaker, Editor in Chief of Hospitality Design Magazine
  • Fred Maxik, Chief Scientific Officer of Healthe
  • Kim Marshall, S’Well Co-Founder, Host GWS Podcast and Panel Moderator


RESULTS: S’Well turned a six-week campaign and very limited budget into a inventive livestream that introduced our client to some of the top names in each of their industry sectors whose influence would ripple out to the world. Being part of a panel all about solutions to combat COVID and allay consumer fears actually forced these thought leaders to become aware of this very plausible, research- based solution and consider covering it in the future.
The webinar drew more than 200 RSVPs and during the outreach campaign, Healthe was introduced to mass market outlets such as: The New York Times, CNN, the Associated Press, Reuters, all the network morning shows, The Late Show with Stephen Colbert, The Daily Show with Trevor Noah and a range of science and health editors around the country.

S’Well aslo invited members of applicable Global Wellness Institute Initiatives – real estate, travel, workplace wellbeing, wellness architecture and design, wellness communities and more.
We also began conversations about the opportunity to use Healthe’s Far UVC light tools with powerful institutions like the L.A. Philharmonic and the new Academy Museum in Los Angeles, representing the highly COVID impacted, interior space-forward theater industry.

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