Frida was operating in a crowded ADHD care market and needed to differentiate quickly. With ADHD still frequently underdiagnosed in women, the opportunity was to build authority, trust, and visibility around a clear point of difference.

Developed and executed a focused communications strategy spanning media relations, executive visibility, and thought leadership.

Work included:

• Messaging and positioning development
• Thought leadership strategy for Frida’s Chief Medical Officer and expert partners
• Media training and spokesperson preparation
• Strategic outreach built around ADHD in women, lived experience, and access to care
• Story development designed to build trust, credibility, and category authority

• 25 million earned media impressions in six weeks
• 80 media placements across top-tier health, lifestyle, and news media
• Coverage including Toronto Life and CTV News
• Increased trust and credibility through expert commentary and thought leadership
• Surge in platform sign-ups driven by targeted earned media