In a nutshell

The Wellcome Trust wanted to launch its first mainstream science publication – and Third City had the right formula

The Wellcome Trust

Big Questions Asked and Answered

We launched The Wellcome Trust’s first mainstream science publication, Mosaic, with a multi-territory online creative campaign called Science’s Biggest Unanswered Questions, involving some of the leading scientific minds from around the world discussing the questions real people had on their minds.

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From ‘Why haven’t we found the cure for cancer yet?’ to ‘Is sexuality genetic?’ – we sourced cutting edge questions from leading scientists and challenged the public on social media to select the questions they wanted answering.

These included a #BigQuestions voting competition on Facebook, a Buzzfeed feature and three Reddit Science AMA (Ask Me Anything) sessions to reach new audiences.

Once the questions were selected, the campaign was brought to life in real time through a Google Hangout discussion hosted live and then preserved on YouTube.

Over the 10-week campaign, social media was the number one driver of traffic to the Mosaic website, with 50,000 referrals weekly. This was a 900 per cent increase on our target.

 

Thunderclap reached over half a million people

Key Stat

50,000 website referrals weekly – 900% above target

Key Stat