PR Helps Ideal Living Become a Public Health Lifeline During Southern California’s Wildfire Emergency
Ideal Living believes in providing everyone with access to pure water, clean air and a solid foundation for wellness. With a focus on wellness solutions, the company develops innovative products that promote physical, mental and emotional well-being. From advanced water and air purification systems to lifestyle accessories, the company offers a range of solutions to enhance every aspect of daily life – whether at home, work, school, the gym or on vacation.
Challenge
In January 2025, Southern California faced a public health emergency as wildfires ravaged the Pacific Palisades and Eaton, resulting in toxic smoke, ash and airborne pollutants and runoff threatening drinking water.
Amid this chaos, the client turned to public relations with an urgent ask: Get the word out fast about how to protect air and water quality as the fires raged.
With lives potentially at stake, there was no time to launch a traditional campaign. Public relations had to act fast and cut through a relentless stream of wildfire headlines, misinformation and fear to educate the public on critical indoor air and water safety — saving lives and safeguarding health was at stake.
Strategy
Bospar’s team of public relations professionals built a strategy around speed, precision and public service, needing to respond in real-time to a crisis that extended far beyond fire lines. When Southern California’s Air Quality Index (AQI) data revealed dangerous PM2.5 spikes, the team swiftly launched a campaign in under 48 hours, grounded in both science and empathy.
The public relations team began by analyzing AQI data and public health advisories, uncovering a critical — and underreported — narrative: While media attention fixated on the flames, millions were breathing toxic air indoors and facing potential contamination in their drinking water. PR’s media scan confirmed a gap: Few news outlets were covering these second-order effects, and almost none were providing actionable guidance to affected families.
To meet this need, PR focused media outreach where it mattered most: local media. Securing these placements and interviews in key news outlets would be essential lifelines and offer residents trusted information in a time of uncertainty.
PR also strategized positioning the company’s CEO not as a brand spokesperson, but as a public health advocate. The team leveraged his expertise in their media outreach to demystify issues surrounding indoor filtration, HVAC safety and boil-water myths, and establish him as a credible, calming authority amid chaos.
The team’s efforts even extended beyond media. The client’s donations of its AirDoctor and AquaTru units to schools and fire-affected families, coupled with personal visits from company leadership, proved to be a key component of PR’s pitches. By offering wholesale discounts and free units, the team could reinforce the client’s mission during this crisis to news outlets: saving lives, not selling products, while underscoring their role as a first responder for indoor health.
With earned media as the only channel, Bospar’s team of public relations professionals led with facts, compassion and urgency — working tirelessly to transform the client’s voice into a vital public health resource during an environmental crisis.
Campaign Results
Thanks to their relentless efforts, the PR team secured broadcast, radio and digital media coverage across Southern California, which then expanded nationally to top-tier news outlets like Yahoo! Life and FOX News (David Nath and Eben Brown reporting). In particular, the FOX News segment, where the client CEO offered credible yet compassionate[PB3] [DD4] advice, syndicated to nearly 50 FOX affiliates, expanding the media coverage exponentially to nearly 88 million.
The CEO also debunked myths around boiling water on Jane King’s Morning Wellness Report [PB5] [DD6] from NASDAQ. The segment was picked up by more than 25 stations, generating a UVM of 6 million and reinforcing the client’s role as a public educator.
A BestReviews (Cody Stewart reporting) feature listing AirDoctor among “Best Products for Wildfire Home Protection” syndicated to over 55 local stations. This put the product directly in front of fire-affected audiences.
The campaign’s success was twofold. Bospar’s strategic PR generated widespread, effective media coverage for the client and had a substantial, positive impact on the local community — thousands of families gained access to clean air and water, thanks to the client’s outreach and discounted distribution programs.
“When the wildfires hit, we knew every moment mattered — and Bospar rose to the challenge. Their team moved with incredible speed and precision, transforming our mission into a public service message that truly resonated. From national news segments to local media coverage where families needed help most, their work positioned us not just as a brand, but as a trusted voice in a time of crisis. We saw firsthand how powerful strategic public relations can be when it's driven by purpose.”
— Helen Christoni, senior vice president of AirDoctor and AquaTru by Ideal Living
About the author
Nick Yacenko is an Account Supervisor at Bospar. His experience has brought him to different walks of the public relations industry, from B2B technology such as HR Tech, APIs, cyber security, web3, AI and SaaS to consumer products, lifestyle, travel, and celebrities. His experience includes publicizing pink pineapples, dartboards, waterparks, ski resorts, and top actors, athletes and artists. He has also honed his craft in analyst relations, securing countless client briefings. Nick earned his bachelor’s in Communications and his master’s in Communications and Media from Rutgers University. He resides in Northern New Jersey with his fiance and their two kittens, Mango and Simon.
