Since 1969, high school science students from around the globe have competed for one of 80 places in an all-expenses-paid, six-week summer program at the world-famous Weizmann Institute of Science, in Israel. Winning students get to work in the laboratory of a renowned Weizmann scientist in the student's area of interest.

Challenge

• Heighten awareness of the Summer Science Program at the Weizmann Institute
• Stimulate interest in the program among potential student participants and their parents
• Build awareness of Weizmann as one of the world's leading scientific research centers
• Provide a vehicle for ongoing fund-raising

Strategy

• JGA recommended that the agency interview participating American students upon their return from Israel, document their experiences and place human interest stories with local media
• We reasoned that the resultant publicity would be so positive that it could be packaged as a fund-raising mailer and sent to current and prospective donors

Execution

• JGA interviewed 16 (of 18) participants eager to talk about their experience in Israel
• JGA developed compelling human interest stories for targeted media and drafted 16 customized email pitch letters: One for each of the 16 students
• JGA targeted journalists at 116 major metropolitan daily and suburban weekly newspapers, including publications servicing the students' hometowns
• We arranged media interviews for the students and Jeffrey Sussman, Vice President of Communications and Public Affairs for the American Committee for the Weizmann Institute of Science, and Dr. Daniel Tal, Weizmann Institute Senior Staff Scientist

Results

• JGA generated 30 placements about the Weizmann Institute Summer Science Program
• This equated to 5.7 million impressions and more than 5.8 million visitors per month to publication websites
• Combined, these figures equalled 11.3 million media impressions
• Importantly, the initiative raised awareness of the Weizmann Institute in 11 U.S. cities, most notably New York, Chicago and Washington, DC