Campaign details

Brand: Geological Survey of Canada History Committee
Brand owner: Geological Survey of Canada History Committee
Lead agency: McMillan
Country: Canada
Industries: Educational, universities
Media channels: Social media
Budget: Up to 500k

Executive summary

How did a group of retired geologists engage with an audience that had practically no interest in history or geology?

By giving them a history lesson they couldn't ignore.

The Geological Survey of Canada (GSC) was turning 175. A group of retired geologists, collectively named the Geological Survey of Canada History Committee, wanted to celebrate by educating Canadians on the work of their nation's oldest scientific agency.

There was only one problem: the entire country was turning 150. How could a small, independent and unfunded group of geologists and historians hope to capture a share of the attention surrounding the publicly funded, big-budget Canada 150 celebrations?