CHALLENGE

“That was some great work we did together! I believe S&T has adopted the slogan as its own for...pretty much all of its stuff. Anyhow, the original request was to leverage use of video, branding, and messaging to reach lay audiences that include Capital Hill staff, Office of Management and Budget, with a short, accessible look at the work of S&T's labs and draw a clear line between the science that goes on at these labs and its downstream, grassroots impact. Making the nature of the work understandable enough to pique interest among lawmakers, including authorizers and appropriators, to learn more, was the crux of the request with the goal of ultimately getting them to invest in the labs' capabilities and infrastructure. It's reasonable to correlate some of our efforts with the inclusion of some of S&T's laboratory budget priorities getting represented in the President's FY23 budget request.” 

– Kristopher Brown, S&T Office of National Labs

 

SOLUTION

The initial task addressed, as always, was the narrative.  Recognizing that individuals simply desire a sense of security and assurance that they are in capable hands, the objective was to create a straightforward and relatable message that would resonate deeply with the intended audience. In a moment reminiscent of a cinematic scene, Creative Director Craig Whitaker recalls strolling along the beach in New Jersey, observing individuals oblivious to the remarkable efforts being made on their behalf. "The phrase “We Do The Science” hit me like a wave, encapsulating the essence of the message. While travel restrictions limited our options, I recognized that a stock video solution would ultimately serve as the foundation for our campaign."

After days of searching through stock video websites, the team landed on a compelling concept: “We Do The Science so (blank) can do (blank).” Our intention was to convey that the specifics of DHS’ work may not be of immediate interest to the general public, but rather the tangible outcomes and their impact on everyday Americans. We are immensely proud of the final product and take great satisfaction in knowing that our work continues to be utilized effectively.