The Zembro-watch is a wearable that connects seniors with their family or caregivers. The watch warns relatives when the senior is in trouble and will reassure them that their loved ones are able to easily ask for help whenever they need to. UEST NV, the Belgian start-up behind Zembro, tries to connect generations to take care of each other. For the German market launch the company relies on HBI’s expertise in both consumer and B2B communication. With an integrated PR strategy HBI established the Zembro watch as an innovative product novelty with trade and consumer media, users and key associations. Storytelling and tailored social-media campaigns create awareness for topics related to a selfdetermined life in old age.