Case Study
Using Media Effectively to Reframe Public Health Narrative After Being Sued by U.S. Government – U.S. v Xlear
When the FTC sued Xlear, Inc. during COVID-19 for allegedly making unsubstantiated health claims, the natural health company was barred from promoting its science-backed nasal spray and forced into silence—fearing further legal retaliation.
NuSiglo’s Challenge
Restore public trust without violating legal constraints, under close federal scrutiny. We crafted a strategic communications plan that mobilized credible third-party voices—physicians, scientists, and public health advocates—to speak on respiratory health across the national and trade media.
Leveraging our expertise in executive coaching and media strategy, we guided leadership back into the public dialogue through op-eds and select interviews—reframing the issue as a First Amendment and health freedom matter, aligned with broader policy narratives. Messaging remained fully compliant with legal and policy counsel.
The Result
After a year of NuSiglo-led advocacy and strategic storytelling, the DOJ moved to dismisst the case with prejudice— no fines, no penalties. It was not only a legal victory, but a powerful reputational and branding reset that moved public opinion after years of litigation and millions of dollars spent in litigation.
