Brothers reunite after 80 years apart

The Challenge

Following a DNA discovery by MyHeritage, communications support was required to introduce a highly sensitive, cross-continental family reunion to North American audiences.

The story centred on Frank McGrath in Canada and Frans Bannink in the Netherlands — half-brothers separated after World War II and reunited more than 80 years later.

The challenge was to tell the story with care. It needed to respect the emotional weight, provide historical context, and avoid sensationalism — while clearly positioning MyHeritage as the catalyst behind the reunion.

Strategic Approach

The narrative was framed as the final chapter of a WWII legacy, not a standalone discovery.

By positioning the reunion as living history, the story resonated with national news editors seeking depth, context, and human relevance.

Timing was critical. The media rollout aligned with the brothers’ first in-person meeting in Montreal — creating a genuine, live news moment rather than retrospective coverage.

Campaign Execution

The campaign was managed with a protective but proactive approach, acting as the central liaison between the families and North American media.

Exclusive interviews were carefully coordinated to maintain trust and emotional safety, while enabling broadcasters to tell the story with accuracy and sensitivity.

A comprehensive media kit was developed, combining archival WWII documentation with broadcast-ready reunion footage — allowing national outlets to cover the story seamlessly across platforms.

Impact & Coverage

The story achieved national saturation across Canada, with strong pickup in the United States.

Anchor placements with Global News, The Globe and Mail, and CBC drove wider syndication through major news wires.

This resulted in sustained, organic coverage across both national and local outlets throughout North America.