Capturing the “human dimension” of the Seventh Framework Programme.
Not only did 2007 marked the 50th anniversary of the European Union (EU), but also the launch of the Seventh Framework Programme for Research and Technological Development (FP7). The European Commission wanted to seize this opportunity to publicly celebrate the past, present and future of European research, while providing participants with comprehensive details and the necessary tools related to FP7.
Hoping to also spark an interest in European research with the media across its 27 EU Member States, the Commission worked with Ogilvy PR in organizing a series of publicity events to complement the launch. Entitled Today is the Future, the campaign was designed to capture the “human dimension” of European research.
Ogilvy PR was responsible for developing three main events: a press briefing with high level decision-makers, the Descartes Prize awards ceremony, and the Max Planck Science Tunnel exhibition. The purpose of these engagements was to provide opportunities for participants to engage with the Commission, learn about the value of scientific research and experience firsthand the excitement of scientific discovery.
Well attended, the event featured captured the interest and imaginations of 500 scientists and decision-makers, as well as 40 journalists from the written EU press. It generated 160 articles in top tier publications within its 27 Member States and beyond, resulting in a renewed enthusiasm and excitement for European research among a new generation of journalists.