Breaking the Silence at USC — The George Tyndall Sexual Abuse Scandal
Background
In May 2018, a breaking story in the Los Angeles Times exposed a decades-long pattern of sexual abuse committed by Dr. George Tyndall, the campus gynecologist at the University of Southern California (USC). For over 30 years, complaints from students and even faculty had been ignored — and in many cases, actively suppressed — by university leadership. Despite serious allegations of misconduct and abuse, Dr. Tyndall had remained in his position, protected by those in power.
While many read the article with shock and outrage, Jacob Malherbe saw something more: an opportunity to help victims be heard — and a pathway to justice.
The Spark: Using Google Alerts for Legal Marketing Insight
Jacob wasn’t relying on tips or headlines passed around — he was actively hunting for injustice using Google Alerts, a secret weapon he uses with precision.
“I live by Google Alerts. When that USC story hit the LA Times, I knew what to do instantly.” — Jacob MalherbeHe had long understood that mass torts often start as news stories — and when that story hits, first to screen wins.
Taking Action: A New Frontier in Legal Campaigns
At the time, sexual abuse mass torts were not widely run. Jacob and his close attorney partner Darren Miller were entering relatively uncharted waters.
- Jacob immediately called Darren and said, “Let’s see if women will come forward if we ask.”
- They launched a pilot digital ad campaign, targeting affected alumni and students from USC.
- With just $37 in ad spend, the campaign signed its first client.
- Encouraged by the immediate response, they scaled the campaign rapidly.
What followed was a watershed moment:
- Women began coming forward — quietly at first, and then in growing numbers.
- Other attorneys followed suit, launching their own campaigns.
- The silence at USC was broken. The floodgates had opened.
Results
- Mass Tort Ad Agency’s campaign signed over 400 women impacted by Dr. Tyndall’s abuse.
- In total, over 700 women came forward.
- Each received a $1.2 million settlement, totaling over $850 million.
- The University of Southern California was put on national notice, and the precedent was set: universities must take Title IX seriously or risk losing federal funding.
Impact
This was more than a mass tort — it was a cultural reckoning.
The campaign helped catalyze broader awareness that institutions of higher education are not above accountability. Jacob and his team’s work not only helped hundreds of women find justice but also sent a message across the country that student protection is non-negotiable.
“We were the first to the screen and the first out with ads. That made all the difference. But more than that, we gave these women what the university didn’t: a voice, respect, and justice.” — Jacob Malherbe
Jacob has since advised others on how to ethically and swiftly respond when injustice is uncovered — especially when institutional systems have failed.
Conclusion
The USC Tyndall case is a defining example of how legal marketing, when done with integrity and urgency, can drive large-scale impact. By acting quickly, leveraging news alerts, and prioritizing survivor dignity, Jacob helped launch one of the most significant sexual abuse claim efforts in university history.