Campaign breakdown

Science: [So What? So Everything] Agency: Kindred Client: The Department for Innovation, Universities and Skills (DIUS) Timescale: January 2009 onwards Budget: Undisclosed


- The lowdown

The Science: [So What? So Everything] campaign aims to challenge the perception that science is elitist, to make science more accessible and to make people see the relevance of science to everyday life. It also aims to show the variety of careers that studying science can lead to.

- Why is it happening now?

In March 2008 the third Public Attitudes to Science survey showed that while the public believed science was important, they felt that it had little direct relevance to their daily lives. Following this, DIUS' Science and Society consultation recommended a British science 'brand' and campaign be established.

- Who is being targeted?

The campaign targets the general adult public. In particular, the focus is on female and C2DE audiences.

- What has already happened?

The campaign has three key strands: [So Life] looks at real life case studies of where science is making a positive difference, [So Jobs] profiles unusual science-related careers and [So Ones to Watch] profiles young aspirational scientists. The campaign launched in January with a breakfast discussion at Downing Street.

- What else is on the agenda?

Plans for the next few months include engaging sports personalities and putting on a national science tour.

- What are the challenges of this campaign?

Kindred has had to work with a large number of partners and there is a need to ensure the campaign messaging is reflected in all materials and activities.

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