International SOS wanted to develop and execute a sustained media outreach program in Singapore to position the company as a leading authority in travel safety, medical assistance and security matters. The company had limited visibility in the media and was known only for its medical evacuation services. Ruder Finn leveraged topical and key medical and security issues to showcase the company’s expertise and positioned the company as a thought leader. Targeted media outlets were identified to educate them on International SOS business operations and organizational expertise. Relationships were cultivated and established with tier one media such as Channel NewsAsia, 938LIVE and the BBC. Within 10 months International SOS was positioned successfully as a leading expert in health and security matters. The campaign secured more than 20 items of editorial coverage in local and regional media, which included The Business Times, Channel NewsAsia, 938LIVE, BBC and South China Morning Post (SCMP). It also established top-of-mind recall for the media on topical issues related to International SOS expertise.