Aruga dug deep to help launch The University of Queensland Institute for Molecular Bioscience (UQ IMB) citizen science program, Soils for Science, teaching Australians that the next major medical breakthrough could be buried in their backyards.
Our first campaign was a ground-breaking success, leveraging the school holidays to promote the Soils for Science program with targeted activity. This approach netted 60 media clips and reached an audience of 1.9M through PR and more than 100,000 through paid social media.
‘Digging’ these results, UQ IMB re-engaged Aruga to deliver a second, content-led campaign. We unearthed the people and stories behind the science with a suite of original copywriting, content and creative assets including feature articles, researcher profiles, graphic design, photography, videography, animation, newsletter management and organic social media.
Across the two campaigns, we encouraged the public to collect, log and send 10,000 backyard soil samples, helping Soils for Science sow the seeds towards its goal of collecting 100,000 samples.
audience reach from PR coverage
people reached via social media
clicks to campaign website
soil samples submitted to date
Conducted interviews with Soils for Science research team.
Development of long-form feature articles and profiles about research team.
Creation of media materials, including media releases, fact sheets and FAQs.
Design and copywriting of monthly e-newsletter.
Strategy, scheduling and design of monthly organic social media calendar.
Pre-production, production and post-production of video content and photoshoot.
Prioritising parent and family media outlets and positioning the science project activity as a fun school holiday activity.
Launching PR and paid social media activity concurrently to bring UQ IMB to the top of news feeds, resulting in 1,000 participant registrations within 24 hours of launch.
Pivoting to deliver an engaging educational concept for the video content to ensure UQ IMB achieved its objectives.