Engaging Local Audiences in Mapping Ocean Currents

The Mediterranean Institute for Advanced Studies (IMEDEA) was embarking on a groundbreaking scientific campaign, FaSt-SWOT, aimed at mapping small-scale ocean currents to better understand the ocean's impact on climate. However, communicating the significance and intricacies of this highly technical endeavor to diverse audiences posed a formidable challenge. IMEDEA needed a strategic partner to translate the complexities of the FaSt-SWOT campaign into an engaging narrative that would resonate with the public, educators, and stakeholders alike, fostering awareness and appreciation for the vital role of ocean research in addressing climate change.

Our strategy centered on creating a distinct brand identity for the FaSt-SWOT project, enabling it to stand out from IMEDEA's other ongoing scientific expeditions. We aimed to leverage various communication channels, particularly social media, to establish a strong online presence and cultivate a community of engaged individuals passionate about ocean conservation and scientific exploration.

Recognizing the importance of educational outreach, we developed a comprehensive program called "Adopt a Drifter," designed to involve local schools and students in the FaSt-SWOT campaign. By fostering a sense of ownership and connection with the project, we sought to inspire the next generation of ocean advocates and scientists.

Our delivery encompassed a multi-faceted approach, combining visual storytelling, educational initiatives, and immersive experiences.

We crafted a visually striking brand identity for the FaSt-SWOT project, ensuring its distinct presence across social media platforms. This included creating captivating graphics, videos, and content that showcased the expedition's scientific endeavors while highlighting the intrinsic link between ocean health and the global environment.

The "Adopt a Drifter" program was a resounding success, with 21 local schools joining and hundreds of students participating. Through interactive social media campaigns and engaging educational materials, we fostered a deep connection between the students and the FaSt-SWOT project, inspiring curiosity and a passion for ocean exploration.

To further enhance the educational experience, we organized a YouTube LIVE event featuring the program's scientific directors. With over 1,000 attendees and numerous interactive questions, this virtual event provided a unique opportunity for educators and students to engage directly with the experts behind the FaSt-SWOT campaign.

Additionally, our team embarked on the expedition vessel, capturing behind-the-scenes content and conducting interviews with the researchers. This immersive experience allowed us to create a series of video Q&As and a standalone mini-documentary, providing audiences with an intimate glimpse into the realities of oceanographic research and the dedicated individuals driving it forward.

Our integrated communication strategy yielded remarkable results, amplifying the impact and reach of the FaSt-SWOT campaign.

Through our targeted social media efforts, we achieved a 37% increase in impressions and a 42% surge in website traffic, indicating a heightened level of public engagement and interest in the project's mission.

The "Adopt a Drifter" program's success extended far beyond quantitative metrics, fostering a deep connection between the scientific community and the next generation of ocean advocates. The overwhelming participation and enthusiasm from local schools laid the foundation for a lasting legacy of environmental stewardship and scientific curiosity.

Furthermore, our multimedia content, including the video Q&As and mini-documentary, provided audiences with an immersive experience, allowing them to virtually join the FaSt-SWOT expedition and gain a profound appreciation for the vital role of oceanographic research in understanding and addressing climate change.

Through our comprehensive communication strategy, we not only raised awareness about the FaSt-SWOT campaign but also inspired a broader movement towards ocean conservation, catalyzing meaningful connections between science, education, and sustainable practices.