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

Interviews

hosted interviews with UQ IMB key research team

Feature articles

development of long-form feature articles

Interviews

identification and preparation of talent for third-party media interviews

Profiling

development of long-form profiles on UQ IMB key research team

Media materials

creation of media materials including media releases, fact sheets and FAQs

Delve deeper into the strategy behind this work

See under the bonnet