Not all stories need communication. Some need translation.

Laura Sagnier had been researching for over 35 years how the inequality in the distribution of family responsibilities affects the lives of millions of women. She had solid research, a vast database, and a narrative of enormous social value.

The challenge for Maco&Co was not to launch a press campaign.

It was to translate all that knowledge into the language of the media to turn research into a matter of public interest and position Laura as a leading voice in a debate that affects millions of families.

The Challenge

When a company, an expert, or a researcher accumulates years of knowledge, it is common to think that this work will speak for itself. The reality is that it is not enough to have something important to say; one must also know how to make it relevant to each medium and audience.

Our goal was to build a solid positioning around Laura Sagnier and concepts such as The Concrete Slab or the Equity Thermometer, developing a journalistic narrative capable of generating interest beyond the editorial relevance of her book.

We were not only seeking media presence. We were seeking recognition, authority, and continuity.

Our Strategy

At Maco&Co, we work from strategic positioning before moving to dissemination.

We analyzed all the research to identify the messages with the greatest capacity to generate public conversation and designed an editorial strategy based on different informational territories, adapting the approach to each journalist, program, and media outlet.

We built a narrative capable of connecting data, current events, and real experiences, generating customized journalistic proposals for television, radio, print media, digital platforms, and specialized magazines.

The objective was clear: to turn a complex research study into a story that the media would want to tell.

The Work

For several weeks, we developed a strategic support that included:

• Definition of media positioning.
• Construction of messages and narrative.
• Identification of informational opportunities.
• Preparation of press releases, opinion articles, and personalized pitches.
• Direct relationship with journalists.
• Editorial follow-up and continuous adaptation of the narrative.

More than seeking impacts, we worked to consolidate a coherent presence and reinforce Laura's credibility as a researcher and communicator.

Results

The strategy allowed for placing the debate on co-responsibility, mental load, and inequality within couples on the agenda of numerous national and regional media.

Among the main impacts achieved are:

• La Sexta Noticias
• RTVE (La 2, Ràdio 4, and RTVE Play)
• RAC1
• El País
• Diari ARA
• El Punt Avui
• Artículo14
• La Vanguardia Magazine
• Mi Bebé y Yo

The combination of television, radio, print media, digital platforms, and magazines allowed for amplifying the message and consolidating Laura Sagnier's public positioning as one of the leading voices on equality and co-responsibility.

What This Project Demonstrates

In communication, appearing in the media should not be the goal.

The true value lies in building a narrative that generates trust, opens conversations, and positions a person or organization as a reference in their field.

That is the approach of Maco&Co.

We do not conduct press campaigns. We design positioning strategies that help transform knowledge, experience, or innovation into stories capable of influencing, connecting, and enduring over time.