What The Duck shows the importance of basic research for the SNSF
In a campaign for the Swiss National Science Foundation, the Zurich-based social media agency What The Duck demonstrates that innovation is no accident. Using the «No this, no that» concept, the campaign highlights the importance of basic research for innovation in short, entertaining clips tailored to each platform.
Basic research is, as the name suggests, the basis of all research. It is not application-oriented and pursues fundamental scientific questions posed by researchers. The results can later lead to new inventions and innovations. The Swiss National Science Foundation (SNSF) promotes basic research in all scientific fields on behalf of the federal government.
In order to highlight the importance of basic research to the general public, the SNSF has developed a multi-part campaign that makes the topic tangible and understandable. With the campaign claim "Basic research today. Innovation tomorrow.", the SNSF aims to reach several target groups. These include a younger and broader public, for whom it has designed the reel format "Without this, no that". The research funding institution commissioned the agency What The Duck and its social media experts to create short videos tailored to the target group. "It was important for us to reach different target groups. That's why we wanted to work with an agency that has expertise in social media. We are impressed with the result," says Christophe Giovannini, Head of Communications at the SNSF.
Science with entertainment value
The aim of this social media campaign is to bridge the gap between scientific facts and short, snappy entertainment. In a series of entertaining reels, the SNSF tells unexpected success stories that would not have been possible without the initial basic research.
Franz Neugebauer, senior copywriter and concept developer at What The Duck, explains the approach: "Communicating science on social media is important. This is only possible if facts are presented in an entertaining way." The clear "without this, no that" mechanic makes it clear why basic research on a wide range of topics is essential for later - unpredictable - innovations. And how the SNSF, which is the most important Swiss funding organization, contributes to the development of society and value creation. The campaign shows on LinkedIn, Instagram and co. how complex data and findings can lead to concrete innovations that change our everyday lives in the long term.
Responsible at the Swiss National Science Foundation: Christian Nill (communications expert), Sophie Rivara (science editor). Responsible at What The Duck: Claire Hulla (Polygrapher), Franz Neugebauer (Senior Copywriter), Maria Alcover (Motion Designer), Marcin Baba (Creative Director), Tuna Ertugrul (Consultant), Matthias Koller (Overall responsibility).
