Challenge
Concerned about the declining interest in science among youth across the country, The National Science Foundation (NSF) identified middle school students as a target audience for encouraging interest and excitement in how practical aspects of science could be used in their own communities.


Of particular interest was reaching young girls and students in rural and urban schools to encourage them to use science and technology to identify and develop solutions to community problems. The NSF sought to inspire young people to make a difference as active and involved citizens, while learning and gaining an appreciation in science.

Strategy
Dymun + Company worked with the National Science Foundation for more than six years through strategic planning, concept development, collateral production, media relations and event planning for the Bayer/NSF Award for Community Innovation, a nationwide program for middle school students (recently dubbed the “Innovation Generation” by the agency).


In addition to extensive design and development of collateral materials, and local, regional and national media relations efforts, several team members from the agency work hands-on with the students for one week at the National Championship Awards Banquet at Walt Disney World®in Florida.

Results
Now called the Christopher Columbus Awards and in its ninth year, awareness-building successes include recognition by the White House as an exemplary program for science education.


Throughout each year, the program has received extensive national and regional media coverage, including recent appearances on The Oprah Winfrey Show in February 2002 and 2001.


The agency also managed media relations and developed collateral for National Science and Technology Week ’95, ’96, ’97. PR programming and counsel also includes the highly successful “Science is Here” and “Ask A Scientist Hotline/Hotwire” campaigns and a collaboration between NSF, CNN, USA Today and Gallup to poll high school students on high technology use.