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 involved 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 share the discovery in a way that respected its emotional gravity, positioned it within historical context, and avoided sensationalism — while ensuring the brand was recognised as the catalyst behind the reunion.

Strategic Approach

The narrative was framed as the final chapter of a WWII legacy rather than a standalone discovery. By positioning the reunion as living history, the story resonated with national news editors and audiences seeking depth, context, and meaning.

Timing was central to the strategy. The media rollout was aligned with the brothers’ first in-person meeting in Montreal, creating a genuine, live news moment that allowed for authentic storytelling rather than retrospective coverage.

Campaign Execution

Communications were managed with a protective but proactive approach, acting as the primary liaison between the families and North American media. Exclusive interviews were coordinated carefully to maintain trust and emotional safety, while enabling broadcasters to tell the story with accuracy and care.

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

Impact & Coverage

The story achieved national saturation across Canada with significant pickup in the United States. Anchor placements with Global News, The Globe and Mail, and CBC drove wider syndication via major news wires, resulting in organic coverage across local and national outlets throughout North America.