Public Relations Case Study

Using Technology to Deliver Aid
With Dignity

AidKit is an advanced technology platform for delivering cash assistance and guaranteed income to those who need it most. When AidKit approached Firebrand, its founders were looking to generate national attention for first-of-their-kind direct cash programs that they were supporting in Denver and Chicago’s Cook County. They also wanted to highlight how their technology could bridge the gap between capital and communities on the fringe throughout the United States. Firebrand worked with the AidKit executive team, local government agencies and nonprofits to design the media strategy for AidKit’s announcements, drive the program with key stakeholders and secure interviews with local and national media, as well as developing content to support AidKit’s marketing and sales efforts.

Image showing fast company article with headline This startup is helping cities and nonprofits deliver ‘direct cash with dignity’
Image of podcast "The Caring Economy" with photo of AidKit CEO Katrina Van Gasse
Image of mashable article with headline New $42M guaranteed income program is using innovative tech to distribute funds
Image of fast company article with headline Colorado is about to launch the country’s first unemployment fund for undocumented immigrants

Key Results


Coverage in national publications including Fast Company, Business Insider and Mashable


Inclusion in key leadership and corporate responsibility podcast, The Caring Economy with Toby Usnik


Development of case studies and blog posts to drive website visitors and an eBook to help prospects understand how to develop a successful direct cash program



Positioned AidKit as key player in nationwide movement toward UBI and direct cash


Demonstrated how better technology could eliminate structural obstacles to aid


Took local news national to support advocates for direct cash programs in other states

In their words

“Firebrand has been an integral thought partner and an extension of our team during a period of rapid growth. We’ve been really pleased with their expertise, capacity, and willingness to pivot to maximize emerging opportunities for quality coverage and lead generation. Firebrand’s work has definitely helped us identify new clients and attract high quality talent to our team.” – Brittany Christenson, CEO, AidKit



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