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About This Project
Summary
‘Attempting the impossible’ tells the story of the most complicated experiment ever attempted: Scientists mapped half a billion synapses to reveal the brain’s stunning complexity and “language”. We used RACE and PESO models to produce a press release, videos, and multimedia story. In pitching, we highlighted the project’s superlatives, offered captivating visuals, targeted top-tier reporters able to engender secondary waves of coverage, and distilled complex science into accessible narratives.
Goals & Objectives
Using our previous most-reported campaign as a benchmark, we set quantifiable, and ambitious goals: 40 total earned media hits; 10 international media hits; 5 placements in “new media”, defined as substacks, newsletters, and influencers; and a placed story in a non-science, mainstream publication
Results & Impact
The campaign shattered records: +150 earned media hits (up 297% from old record); 53 international media hits (up 381%); 12 new media hits. Coverage reached ~220 million in 26 nations on every continent except Antarctica. It was featured in a sports column by The Guardian & top outlets like NY Times
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