Situation

When the world was at a standstill during the COVID-19 pandemic Cranbrook Institute of Science needed to stay relevant and active with its members and the community.

Solution 

The Institute’s audience needed inspiration. Given the fact that this place-based amenity wasn’t fully operating during this time, we had to get creative.  To keep the Institute top of mind, we developed an anthem video around the theme Science Will Always Be Here. 

The dual meaning behind Science Will Always Be Here was symbolic of the times: ‘here’ meant not only that science will always be found at the Institute but also that science will always be ‘here for us’ during the most challenging times. 

The video was created in partnership with Elkhorn Entertainment and launched through an integrated communication campaign on Siren’s PESO model to maximize exposure and impact. 

Results 

Media coverage reach of 433k+

Mentions from the New York Times 

130k+ video views across all channels

678k+ impressions on social media

The theme Science Will Always Be Here has become a staple in Cranbrook Institute of Science’s messaging and is a continuous reminder of the power of science.