On World Science Day, November 10, Bayer announced the launch of its multichannel national initiative dubbed “Science Delivers.”
The campaign aims to elevate how science not only produces solutions, but also drives optimism, possibility and societal progress.
The campaign includes three main components featured on an interactive website (ScienceDelivers.com).
One is a “Declaration on Science,” headlined under the tagline “Don’t (Just) Trust the Science,” published in major outlets including The Wall Street Journal, Washington Times and Politico. The declaration stresses that misinformation about science can have devastating consequences. It also says that as a company talking about science, it has to “work extra hard to earn the public’s trust.”
It explains how science is a method of inquiry, and researchers spend years challenging existing assumptions through testing, data collection, analysis, validation and replication to build knowledge.
The website also outlines an initiative called Science, Sealed, Delivered, through which Americans can deposit their own “science moment,” a story of how science has made an impact in their lives or communities. Bayer encourages people to “tell us how science has impacted your life, inspired you or shaped your community.” People can send in their submissions through the website or look out for oversized, interactive mailboxes that will be placed in public spaces or at events like the World Food Prize’s Borlaug Dialogue in Des Moines, Iowa.
At the mailboxes, visitors can scan a QR code and drop a digital postcard to “deliver their own science moment,” which will be showcased on ScienceDelivers.com.
The campaign has a public-facing advertising and awareness component as well, including video content and digital postcards that encourage people to recognize and resist misinformation.
Digital postcards on the website highlight all of the different ways science has and continues to shape our lives.
A one-minute video called “Science Delivers Everyday” features scenes from people from all walks of life going about their day and paired with a voiceover that celebrates the many ways science shapes and improves life, from offering “hope to the diagnosed, clean water to our communities, energy to our neighborhoods,” to delivering “harvests that feed our families, tools that help farmers grow more with less and new ways to protect our land for generations to come.”
The video highlights that “science is a journey. It’s about asking questions, testing, learning and improving, again and again.”
“Science delivers more than solutions, it delivers breakthroughs that heal, protect and connect us,” and that “for every challenge, for every community, for every tomorrow, let’s keep asking, keep testing, keep discovering, so science can keep delivering.”
The initiative joins a growing number of big pharma corporate campaigns built around celebrating science.
Sanofi recently bolstered its science-forward branding with a global campaign spotlighting patient and employee stories under the tagline, “We chase the miracles of science so you can chase your dreams.”
AstraZeneca has long leaned into its “What science can do” platform, while AbbVie and Astellas have also been promoting their scientific innovation narratives.
Pfizer paid tribute to scientific innovations over the past century with a Super Bowl spot last year called “Here’s to Science.” It also had an earlier pandemic-era campaign, “Science Will Win.”
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