Eurobest

Vilnius university communication campaign “In anticipation of Nobel”

VRP ¦ HILL+KNOWLTON, Vilnius / VILNIUS UNIVERSITY / 2017

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Overview

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Overview

Background

At the start of 2016 more and more people in the science community started referring to the breakthrough in CRISPR/Cas9 studies as the potential Nobel Prize.

However, major science publications kept talking about Berkeley and MIT rivalry in this affair… While only briefly mentioning Vilnius University and its professor V. Šikšnys input in this important science breakthrough.

How to use this situation to promote the name of the University, to make people aware of our scientists’ potential and to make science interesting to wider public?

Execution

Campaign was launched with the interview by professor Šikšnys and rector of Vilnius University at the most popular topical news talk show on national TV. The story was immediately picked up by the other media. And it went viral in social media as well, with thousands of people sharing the recording of the show.

Further activities included creation of short movie explaining CRISPR/Cas9 and prof. Šikšnys role in it and sharing it on social media.

As attention of target audiences was already grabbed, we continued active communication in social media by creating Facebook event “In anticipation of Nobel” and invited everyone to wait for the results of the Nobel Awards together. The event FB page streamed the Nobel Price Announcement while the story was extensively covered in the media.

An event T-shirt was manufactured featuring custom art for inspired scientific invention.

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