Case Study
Elevating Public Health in a Crisis — Medical experts and the California Wildfires
NuSiglo’s Challenge
During one of the most destructive wildfire seasons in California history, millions of residents—especially in Los Angeles—were exposed to hazardous levels of smoke and airborne toxins. Yet, amid the chaos and environmental coverage, there was a lack of clear, accessible guidance on how to protect respiratory health in real time.
Strategy
Recognizing both the urgency and opportunity, our team of experts positioned Dr. Gustavo Ferrer, a nationally recognized pulmonologist, as a trusted expert voice to fill that gap. With decades of clinical experience and bilingual fluency, Dr. Ferrer was uniquely suited to speak to diverse audiences about nasal hygiene and lung protection in the face of wildfire smoke, ash, and microplastic exposure.
NuSiglo developed a rapid-response media strategy that:
Crafted a clear, non-branded public health message centered on prevention and empowerment
Targeted national and local networks with high wildfire coverage
Framed the story as service journalism, not self-promotion
Execution
Within 24 hours of the wildfires raging across Pacific Palisades, NuSiglo secured several major bilingual interviews.
[see below]
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Florida Pulmonologist on Researching Nasal Sprays to Fight Coronavirus
LA Sees Dangerous Air Quality Due to Wildfires
Dr. Gustavo Ferrer's Shares Insights on Pope Francis' Medical Health
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Results
These appearances shifted the narrative from panic to prevention—explaining how simple interventions like nasal rinses, masks, and indoor air quality measures could significantly reduce health risks. NuSiglo’s trusted media contacts and expert bilingual outreach helped bridge information gaps for vulnerable communities, especially older adults and children.
✔ National visibility for credible, science-based respiratory guidance
✔ Reframed the discussion around nasal health as frontline protection, not an afterthought
✔ Reinforced trust in expert voices amid a chaotic media cycle
✔ Enhanced Dr. Ferrer’s media profile as a go-to voice for public health and respiratory issues
Impact
This campaign demonstrated how strategic media counsel can transform a public health crisis into a moment of trusted education—and how timely, authentic expert voices can lead the narrative when the stakes are highest.