About ARISE ALLIANCE INSTITUTE

Arise Alliance Institute is a mental health organization dedicated to advancing innovative approaches to emotional regulation, trauma recovery, and holistic wellness. Its groundbreaking program, Critical Memory Integration (CMI), combines neuroscience with therapeutic practices to help clients reprocess traumatic experiences and achieve long-term mental well-being. Led by media spokespeople Dr. Brian Livesay, Ph.D., and Estefana Johnson, LCSW, Arise Alliance aims to position CMI as a transformative standard in mental health care.

1.95

billion over the lifetime of the placements

82

Average Domaine

Their Challenge

The mental health landscape is crowded with therapies, wellness approaches, and competing voices. Arise Alliance needed to distinguish CMI as both innovative and evidence-based, while also building trust with practitioners, patients, and the media. Another challenge was elevating relatively new spokespeople, Dr. Livesay and Estefana Johnson, into thought leadership positions within a saturated industry.

 

Additionally, while CMI was developed on a strong neurobiological foundation, the program had limited published research in peer-reviewed or trade outlets, making it harder to establish early academic and clinical credibility. This gap underscored the importance of strategic storytelling, conference outreach, and thought leadership to validate the program’s authority.



Our Challenge

Our task was to develop and execute a six-month PR campaign to:

  • Launch CMI as a credible, scientifically grounded therapeutic model
  • No peer-published research to date
  • Build brand awareness for Arise Alliance Institute
  • Position Dr. Livesay and Estefana Johnson as respected leaders and expert voices in the mental health space
  • Generate consistent visibility across national, trade, and wellness media outlets
Goals

Establish Thought Leadership and Amplify Brand Visibility in Mental Health

  • Position Arise Alliance & CMI as Innovators in Mental Health: Establish credibility by highlighting the program’s neurobiological foundations and innovative therapeutic outcomes.
  • Elevate Spokespeople as Thought Leaders: Secure media interviews, podcasts, and conference opportunities for Dr. Livesay and Estefana Johnson to share their expertise and perspectives.
  • Boost Visibility through Strategic Media Outreach: Target leading publications in mental health, wellness, neuroscience, and lifestyle with tailored storytelling.
  • Integrate Awareness Campaigns: Align PR pushes with key national observances such as Mental Health Awareness Month, PTSD Awareness Month, Suicide Awareness Month, and National Recovery Month.
PR Strategy

Integrated Media and Thought Leadership Strategy to Elevate CMI’s Profile

  • Targeted Media Pitching: Developed customized pitches focusing on the unique science and therapeutic outcomes of CMI, positioning it as “the next evolution in trauma therapy.”
  • Media Materials Development: Created press releases, ongoing pitch letters, a detailed media kit, bios, and case studies to equip journalists with strong assets.
  • National Awareness Campaign Alignment: Timed PR efforts with relevant themed months: Stress Awareness Month, Mental Health Awareness Month, PTSD Awareness Month, and National Recovery Month to maximize relevance.
  • Conference & Trade Outreach: Researched and reached out to relevant conferences (mental health, neuroscience, trauma therapy, and wellness innovation) to position CMI as a featured topic. Pitched Dr. Livesay and Estefana Johnson as keynote speakers, panelists, and workshop facilitators to highlight CMI’s scientific foundations and clinical applications.
  • Thought Leadership Placement: Secured opportunities for op-eds, guest articles, and podcast appearances to build authority for Dr. Livesay and Estefana Johnson.
Results

Our Results

Over six months, the campaign successfully positioned Arise Alliance and CMI as leaders in the mental health field, with measurable media impact:

  • Key Media Placements: Coverage secured in US News and World Report, Her Agenda, Thrive Global, and Hanna Magazine.
  • Podcasts & Interviews: Featured on 30+ leading mental health and wellness podcasts, showcasing Dr. Livesay’s and Estefana’s expertise, which included: Mental Health Spotlight, Healing Doesn’t Have to Be Heavy, The Healing Trauma Podcast, Trauma Informed Podcast, Veterans Voice, The Mental Health Today Show, The Trauma Therapist, Beyond Trauma, and Social Worker Spotlight. 
  • Conference Engagement: Outreached to major mental health and wellness conferences, including: The National Association of Social Workers Conference, Behavioral Health Summit, American Mental Health Counselors Association, American Psychological Association’s APA 2025, Association for Behavioral and Cognitive Therapies, and the Society for Social Work and Research, positioning Arise Alliance spokespeople for panel discussions, workshops, and keynotes.
  • Awareness Month Amplification: Leveraged PTSD Awareness Month, National Wellness Month, and National Recovery Month with timely pitches and stories.
  • Total Impressions: An audience estimate of 1.95 billion over the lifetime of the placements.  
Testimonial

A Word From Our Client

"At ARISE Alliance, we are dedicated to advancing innovation and accessibility in the mental health field. Partnering with Dunn Pellier Media allowed us to share our mission and impact with a much broader audience than we could have reached on our own. Their team not only understood the heart of our work but also brought creativity, professionalism, and passion to telling our story. Thanks to their efforts, we’ve been able to shine a spotlight on the importance of mental wellness and the solutions we are developing to support individuals and communities. We are deeply grateful for their partnership and highly recommend them to any organization looking to amplify its voice and mission."

Kelly Bustin - Executive Director

Media Coverage