“Snot Your Average Science Fair”

Background• The U.S. imported 2002 Exhibition was named ‘Grossology: The (Impolite)

Science of the Human Body’• Stems from the best-selling Grossology books, In which the author Sylvia

Branzei revered the subject as “science in disguise.”• The exhibition used words that are traditionally controversial such as “fart”

and “poo.”• Grossology traveled to the United where many doubted the “’nasties’ not

discussed in polite society” would not be accepted by British citizens. • Skeptics worried that the museum was

“dumbing down” science by welcoming the exhibition.

• The museum used its own communications staff as well as an outside PR agency, mission 21, to take on the challenge of creating a legitimate and positive image for the exhibition.

The Plan• The communication team researched critic commentary, the

success of the books the museum was based off of, and developed target publics.

• The team created a campaign strategy: Stay on message! • The team solidified a goal with three objectives.• Three phases of public relations tactics.

Reaction• Attendance in the opening days was

double the projected amounts, early sessions sold out and more than 100,000 grossologists attended.

• Media coverage for Grossology set a record for the most publicity ever for a Science Museum exhibition.

• London’s Time Out entertainment weekly named Grossology a “Critics Choice.”

• London Tourist Board and English Tourism Council named the museum the years top tourist attraction.

• “The Science Museum won a prestigious PR award for promoting an exhibition about farts, poo, and snot.”

Exhibition