Boston-based anesthesiologist Dr. Geoff Hart knew there must be a better way to deliver anesthesia to children – one that didn't involve terrifying restraints or scary gas masks.

So he invented PediSedate, a colorful, toy-like headset that connects to a Nintendo Game Boy system or a CD player to make children feel comfortable during traumatic medical procedures. After an 8-year development cycle at Design Continuum funded by the National Institutes of Health, Dr. Hart commissioned Karin Pespisa of trendPR to launch the product.

Beginning with crucial negotiations with the hospitals that co-owned the patent, trendPR persuaded them and partner Nintendo Co. Ltd. that the exposure would bring awareness to the problem and spark demand for the device.

Reporters took notice, covering it in TIME, Newsweek Japan, The Boston Globe and in media outlets around the world. Google the term “PediSedate” to see worldwide coverage and word-of-mouth interest generated by the launch. A sampling of the 25+ stories that ran – including 2 cover stories: