Dittoe PR promotes launch of EXHALE app for Black, Indigenous, Women of Color

The Challenge

In August 2020, Katara McCarty partnered with Dittoe Public Relations to promote the launch of EXHALE, the first emotional wellbeing app for and by Black women. Even though self-care has become all the more important amidst the racial justice movement and pandemic, which has disproportionately affected Black and brown communities, there’s been an alarming lack of similar resources for Black, Indigenous, Women of Color (BIWOC) in particular.

EXHALE offers a supportive space for BIWOC’s emotional wellbeing. In addition to featuring a series of coaching talks, daily affirmations, breath work, guided visualizations and meditations, each component has also been specifically designed for BIWOC to address issues like handling microaggressions, coping with grief and mitigating stress.

The primary goal of our media relations campaign was to drive awareness and downloads for EXHALE. The Apple App Store has 1.96 million apps available for download. There are 2.87 million apps available for download on the Google Play Store. Dittoe PR had to make sure EXHALE received media coverage to stand out from the crowded app marketplace while also educating users on the importance of the truly first-of-its-kind app.

Our Solution

Dittoe PR targeted national, local, health and wellness trade, podcasts and BIWOC-focused media. To ensure media were provided with all necessary assets and to make it easy for them to write about EXHALE, Dittoe PR developed a media kit that included a press release, fact sheet, bios (long- and short-form), headshots, screenshots, example meditations and more. We also wrote a series of five thought leadership articles in collaboration with Katara for media placement.

Dittoe PR recognized the importance of sharing Katara’s background and telling the story of her own personal journey as a Black woman. From being abandoned by her biological mother, bi-racial and growing up in a Black home, Katara realized early in life that the color of her skin mattered. After becoming a single mother at age 19 and finding the courage to leave an abusive relationship, Katara became an entrepreneur holding leadership positions in both non- and for-profit organizations.

This history was an important part of generating media interest and educating reporters on why Katara developed such an essential app for her community. As a Black woman, she is committed to amplifying the richness of BIWOC and their stories, while also advocating for and providing emotional well-being resources for BIWOC.


  • From August-December 2020, Dittoe PR’s efforts resulted in 108 earned media hits, $27 million advertising equivalency and 2.9 billion media impressions.
  • To target BIWOC, Dittoe PR secured media coverage in Black Enterprise, HelloBeautiful, Blavity and Indianapolis Recorder, the only Black newspaper of record in the city where Katara resides.
  • Nationally, we generated coverage for EXHALE in PAPER, POPSUGAR, Refinery29, Bustle, Forbes, HELLO!, INSIDER and Hope for Women. Especially noteworthy is Dittoe PR secured national coverage for EXHALE in media outlets – like PAPER and Refinery29 – that the agency has not been able to achieve for some of its biggest brand-name clients.
  • Across the health and wellness space, our team landed placements in Well+Good, Yoga Digest, Mindful, Be Well Indy and more.
  • In the Indianapolis market, Dittoe PR secured coverage in nearly every local media outlet, including: Indianapolis Star, Indianapolis Business Journal (IBJ), FOX59, WRTV (ABC), WISH-TV (CW), Inside INdiana Business, WIBC-FM and Be Well Indy.
  • Dittoe PR also secured several podcast interviews for Katara that primarily focused on the BIWOC community and emotional wellbeing practices: Everyday Endorphins, The Glow Up, Celeste the Therapist, SoundBalming and Fireflies Unite.
  • Following an IBJ cover story featuring EXHALE, Katara received interest from potential investors, creating an unforeseen opportunity to expand the app. She credits Dittoe PR with putting EXHALE in front of people who otherwise wouldn’t have known about the app.

Katara told our team that she teared up while reading several of the stories that ran about EXHALE. To Dittoe PR, that was perhaps the most meaningful result of our campaign.

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