Digging deep for science

UQ IMB

Public Relations

UQ IMB Soils for Science

Getting our hands dirty to support a good cause

Aruga dug deep for The University of Queensland Institute for Molecular Bioscience (UQ IMB) citizen science project Soils for Science, educating Queenslanders that the next big medical breakthrough could be hidden in their backyards.

Leveraging the Easter school holidays, we targeted parents with cooped-up kids and encouraged them to participate in the Australian-first experiment.

Aruga’s campaign generated 60 media clips, including statewide TV and radio, reached 100,000 Queenslanders socially and drove 1,000 participant registrations within 24 hours of the campaign launch.

Results

60

quality media clips

1.9M

audience reach from PR coverage

100K+

people reached via social media

2,540

clicks to campaign website

7,800+

soil samples submitted

Deliverables

1

Hosted interviews with Soils for Science research team.

2

Development of long-form feature articles and profiles about research team.

3

Creation of media materials, including media releases, fact sheets and FAQs.

4

Design and copywriting of monthly e-newsletter.

5

Strategy, scheduling and design of monthly organic social media calendar.

6

Pre-production, production and post-production of video content and photoshoot.

Delve deeper into the strategy behind this work

See under the bonnet