Following a MyHeritage DNA match, I was tasked with managing the North American and international PR for Jimmy Thyden, a U.S. Marine who discovered he was one of the "stolen babies" of the Pinochet regime. With only 42 days since the DNA match, I had a 72-hour window from the initial brief to turn a private discovery into an international viral sensation.

Strategy

I developed a "Justice through Discovery" narrative, moving beyond a simple reunion story to highlight a systemic human rights crisis. My strategy was to create a "live" documentary-style media event that would force the world to pay attention. I positioned Jimmy’s personal quest for his mother as a symbol of the thousands of families still separated by historical corruption.

Execution

Operating against the clock, I invited world media to witness the journey firsthand. I coordinated a multi-layered media pool to capture every milestone: from Jimmy’s emotional departure in the U.S. and his arrival at the Santiago airport, to the final, heart-wrenching moment he walked into his mother's village to embrace her for the first time in 42 years. I acted as the lead liaison for the family, managing high-pressure media scrums while ensuring Jimmy’s voice—and the gravity of the "counterfeit adoption" scheme—remained the central focus.

Syndication & Reach

The story achieved total global saturation within 48 hours. I secured live broadcast segments and headline features with CNN, ABC News (Good Morning America), NBC News, and BBC World News. The narrative was further amplified by The New York Times, The Guardian, and The Associated Press, leading to syndication in over 60 countries. The viral impact was so significant that it prompted the Chilean government to formally address the historical adoption of corruption and meet with investigative teams.