Portfolio

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A global celebration to empower women

Celebrating UNICEF’s gender diversity initiative the ‘Power of Radiance’ Awards during a global pandemic posed an unprecedented challenge for beauty company Clé de Peau Beauté, a Shiseido brand.

ReAgency was asked to create an event strategy that allowed celebrities, journalists, and executives to celebrate alongside the award winners in a virtual event. ReAgency created the initial event concept, then managed all elements of production - including scripting, coordinating with talent, filming, and editing.

Welcome to Our Third Century

The New York Academy of Science is a leader in engaging youth in science and innovation, through its programs such as ‘1,000 Girls, 100 Futures’ and ‘Challenge 2030’. However, acquiring funding for such programs requires effective messaging and marketing to an extraordinarily-challenging niche audience: donors. NYAS engaged ReAgency, with the business objective to drive donations amongst foundations, trusts, and high-wealth individuals, through the creation of video assets that could be used during fundraising events; such as the New York Academy of Science’s ‘Imagine 300’ Gala event. The assets would leverage the NYAS brand assets, brand reputation, and influencers to drive donations.

Careful messaging was key to the success of the campaign. ReAgency’s communications team worked with NYAS through several rounds of communication strategy and planning, including the scripting of the key video asset: the ‘Imagine 2030’ film. Communications messages were refined to meet the needs of sponsors and donors, and then built out into a video script. The script was then tested on representatives of the target market, and feedback was gathered on the campaign’s effectiveness. After final communications messages were locked in, we used archival photo assets from NYAS’s 200-year history, and filmed on camera interviews within influencers such as James Watson, Craig Venter, and Ted Turner (CNN), to add third-party credibility to the messages of innovation, integrity, and leadership.

The final marketing piece was screened at the NYAS ‘Imagine 2030’ gala, and raised over $1.6 million in donation commitments within 24 hours. This is just one case study of our ongoing marketing work with NYAS – we are delighted to work with the academy on a recurring basis to raise funds, increase youth enrollment in programs, and boost visibility of the NYAS brand.

Reminding residents to ‘Bring Your Own Bag’ 

New York’s Ulster County needed to educate their residents - almost 200,000 people - about their upcoming ban on plastic bags.

ReAgency devised a holistic communications campaign, leveraging social media as the key communication tool.

Working with the Department of Environment, ReAgency created content spanning Facebook, Instagram, Twitter, YouTube, and Google, backed by a paid spend across all platforms.

The campaign was seen over 100,000 times, and became so popular that the initiative was expanded across New York State to over 8 million residents.

Carbon Neutral Queens Strategy: City of New York 

Goal: To help the New York borough of Queens achieve carbon neutrality by 2030 through infrastructure changes, community engagement, and policy advocacy.

Context: Not satisfied with state and city plans towards zero GHG emissions, the New York borough of Queens wanted a strategy to achieve a “Green Queens by 2030”.  Councilwoman Elizabeth Crowley commissioned ReAgency to develop a comprehensive strategy to make Queens the largest carbon-neutral city in the United States by 2030. The project involved deep research into current energy use in Queens and key emission points, drawing lessons from other cities like Boston and Denver. 

Following consultations with environmental experts and stakeholders, ReAgency developed feasible and impactful solutions for the Queens Borough. The strategy laid the groundwork for new policy proposals targeting energy efficiency in buildings, transportation electrification, and waste reduction.

Inspiring Careers in Science Communication

The American Association for the Advancement of Science (AAAS) wanted to help scientists identify lesser known avenues when entering their professional careers and trying to demonstrate the breadth of jobs that scientists could have. They specifically, chose to focus on looking at Science Communication careers that are possible based on previous marketing insights that ReAgency had prepared.

The main focus of the project was a webinar that aired live and could be put on the Science Careers webpage. ReAgency was commissioned to identify and build relationships with 3 key influencers in the Science Communication industry from our vast network. We brought Vanessa Hill from BrainCraft, Dr Marcus Eriksen from 5 Gyres and the current Miss USA and radiochemist Kára McCullough onboard to document and record their science career experiences in three 10 minute videos. These three were then also on the webinar live to introduce themselves and answer people’s questions in real time.

ReAgency was also charged with running a social media campaign in the lead up to the webinar. We created custom designed graphics for all social media (Facebook, Instagram and Twitter) for our influencers and ensured that the correct messaging was circulated to the targeted audiences.

Bringing Science to Politics

ScienceDebate at the time of the 2016 presidential election, was faced with the obstacle of bringing science to the forefront of political discussion. They faced the specific challenge of communicating complex science issues – such as Climate Change, public health, and cybersecurity – to the wider voting public.

In collaboration with The Young Turks, the Union of Concerned Scientists, and the Science Education Policy Association, ReAgency launched the ‘More Scientific Union’ campaign, featuring influencers from pop culture alongside scientists such as Nobel Laureate Dr. Harold Varmus, and AAAS CEO Rush Holt. The event was hosted by Google, in front of a live audience of more than 80 influencers and members of the Press.

The event and video stream was successfully reported on by The New York Times, Scientific American, and platforms including Research America.

Getting the Message Across

To change the narrative of ‘doom and gloom’ in environmental conservation, the Smithsonian launched the first global Earth Optimism Summit, in partnership with Earth Day 2017. To drive attendance at the Summit, and promote the message of Optimism, ReAgency was commissioned to build a social and traditional media campaign in the lead up to the event.

The centerpiece of the campaign was a digital influencer video, featuring champions of science and activism such as Joe Hanson (It’s OK To Be Smart) and Cenk Ugyer (TYT Network). The campaign was successful in building support for the event, and was covered in publications such as Scientific America and Salon.