• Goal #1: Target the right audience
  We first gathered information to get an in-depth understanding of the age and potential location of USC alumni who were potential victims of Tyndall’s. A few dated back to the 1980’s, though we presumed his abuse may have become bolder over time, possibly piquing in the 1990’s and early 2000’s. Our primary target age range was women between 30 and 45-years-old.
• Goal #2: Build competitive and highly targeted advertising campaigns
  We built hyper-targeted interest and age groups for women of the aforementioned age range who expressed interest in USC and related areas, such as UCLA, other surrounding colleges and local venues.
• Goal #3: Increase lead conversion
  We analyzed how users were interacting with the existing campaign landing page and optimized our advertising channels to maximize reach.

• Goal #1: Target the right audience
  We researched our target audience who were victims of Tyndall’s, which was women between 30 and 45-years-old.
• Goal #2: Build competitive and highly targeted advertising campaigns
  We built hyper-focused interest and age groups for women of the designated age range.
• Goal #3: Increase lead conversion
  We analyzed user behavior with the campaign landing page and optimized our advertising channels to maximize reach.

In just 24 hours of launching the campaign, many brave women came forward. Below are a few of their stories:

“I was a student at USC from 1988-1992 and I saw Dr. Tyndall on several occasions. During one appointment, he took a picture of my genitals stating he needed them as a diagnostic tool. He made several inappropriate comments about my sex life and more.”

“During a pelvic exam, Tyndall inappropriately rubbed my legs and made inappropriate comments… comparing my naked body to a famous overweight African American actress while he was in between my legs. I did not initially report it, but I was invited to participate in a focus group by the university health center administration to give feedback about the health center, where I finally worked up the nerve to tell about my experience. I felt that it was laughed off and no one took a formal report after I mentioned it in that group. I never got the nerve to speak up about him again- until now.”

“I saw him in 1988 when I was a sophomore at USC. He did the exam with no gloves, touched me inappropriately and said some inappropriate things. I went into a very severe depression and dropped out of school. It took me until last year to talk to a therapist about it.”

In just 24 hours of launching the campaign, many brave women came forward. Below are a few of their stories:

“I was a student at USC from 1988-1992 and I saw Dr. Tyndall on several occasions. During one appointment, he took a picture of my genitals stating he needed them as a diagnostic tool. He made several inappropriate comments about my sex life and more.”

“During a pelvic exam, Tyndall inappropriately rubbed my legs and… compar(ed) my naked body to a famous overweight African American actress while he was in between my legs.”

“I saw him in 1988. He did the exam with no gloves, touched me inappropriately and said some inappropriate things. I went into a very severe depression and dropped out of school. It took me until last year to talk to a therapist about it.”