Laura Sagnier

Starting point

Laura Sagnier had spent over 35 years researching how inequality in the distribution of family responsibilities conditions the lives of millions of women. She possessed solid research, a vast database, and a narrative of immense social value.

Insight

Having relevant data alone does not guarantee media interest; specialized knowledge must be translated into journalistic language. The challenge was to move beyond the editorial release of her book to build recognition, authority, and continuity around Laura Sagnier and concepts such as The Concrete Slab or the Equity Thermometer.

Strategy

Maco&Co designed an editorial strategy based on different informational angles. Over several weeks, we provided strategic support that included defining media positioning, building the narrative, drafting press releases, opinion articles, and tailored proposals for television, radio, print, digital media, and specialized magazines, alongside direct relations with journalists.

Impact

The strategy placed the debate on co-responsibility, mental load, and inequality within couples on the national and regional media agenda. Key media coverage included:

• 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

Continuity

The project consolidated Laura Sagnier's public positioning as a leading voice on equality and co-responsibility, turning research into a narrative capable of influencing, connecting, and enduring over time.