I was tasked with managing the PR strategy for a remarkable 80-year mystery: John Moore, abandoned as a baby during the 1944 "Baby Blitz," discovered his biological brother living just one mile away via a MyHeritage DNA test. My goal was to elevate this UK-based discovery into a global seasonal headline.

Strategy & Execution

I developed a "Full Circle" narrative, timing the release to the holiday season to lean into the "Christmas Miracle" theme. Acting as the primary media liaison, I packaged complex genealogical data with emotional archival assets and reunion footage. I provided newsrooms with a "ready-to-air" story that bridged the gap between historical wartime mystery and modern technology.

Syndication & Reach

The campaign achieved total market saturation, moving from a localized UK human-interest story to a global viral phenomenon. I secured headline features in Tier 1 UK nationals including The Telegraph, The Independent, The Times and The Mirror, along with many others.