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Gum disease, or periodontal disease, is a chronic inflammatory condition that affects nearly 65 million Americans, with a particularly high prevalence among Latino populations. To raise awareness for the issue and encourage patients to talk to their dentists about treatment options, including OraPharma’s lead product, ARESTIN®, Coyne PR launched the Cover Your Bases campaign. The campaign leveraged World Series Champion Alex Rodriguez by capturing his own recent gum disease diagnosis and treatment journey in a first-person testimonial video that served as the focal point for the launch of the new ARESTIN patient website, social media campaigns, integration with the MLB, and advocacy partnership with the League of United Latino American Citizens (LULAC), the largest and oldest Hispanic organization in the United States. Coyne also executed two national media day events in New York and Los Angeles. Rodriguez completed 33 interviews with top-tier media such as CBS Mornings, the Jennifer Hudson Show, Healthline, PEOPLE, The Athletic, and more. Throughout the campaign, media organically covered Alex’s gum disease treatment journey, creating a groundswell of coverage that resulted in 1,500+ media placements and 6.5B media impressions. Importantly for OraPharma, on launch day, web traffic to increased by 157%, and the company’s campaign announcement post on LinkedIn saw a 938% increase in performance.