Build a movement around combatting opioid addiction and
chronic pain via an integrated media platform.

CHALLENGE

Pneumanta founder Sage Rader is a powerful personality who at one time or another has been a signed musician, poet, standup comic, and actor. That all came crashing to a halt when he broke his neck in an accident, and spend three years of his life trying to avoid using opioids. In the process, he discovered the recombinant potential of several therapies in techniques used in harmony and packaged together in a system he calls “Pneumanta.” 

Inspired by his own recovery, he wanted to bring his techniques to people suffering with chronic pain via a video blog and collaborate with the growing number of people trying to avoid opioids. 

SOLUTION

AUDIENCE ANALYSIS

We immersed ourselves in the big data of chronic pain and opioids. We discovered a fragmented conversation around specific disease or injury types, but no one leading the voice behind chronic pain and avoiding opioids as its own standalone movement. 

RECRUITING

Our talent scouts found an experienced, affordable video editor and social media team to quickly edit and distribute new content as it was released in real time. 

MEDIA PLATFORM DEVELOPMENT

We worked with Pneumanta to discover the keywords beyond searched for, and helped set the tone of the types of content that would resonate with this elusive audience who often is too fatigued and frustrated to engage. An integrated media platform consisting of a blog, online community in Slack called My Other’s Keeper, YouTube, Facebook and Instagram were key in immersing our audience in a wide variety of informative content. 

INTEGRATED MARKETING

Our media team made smart buys via social ads on YouTube and Facebook, delivering millions of impressions and thousands of likes and views of a fast-growing number of blogs and videos, quickly raising awareness of the site among our key audience. 

RESULTS

In a matter of months, Pneumanta has established itself as one of the leading sites on recovering from chronic pain without opioids, and numerous partnership and co-branding opportunities have emerged. 

WORK

MEDIA WEBSITE PLATFORM DEVELOPMENT
CONTENT AND SOCIAL MEDIA STRATEGY