L’Oreal Foundation

A global broadcast media relations campaign to deliver coverage of the 18th Annual For Women in Science awards, live from Paris for a week in March. Coupled with a media partnership we brokered with CNN International, the event reached a previously unmatched audience around the world.

Over the last 4 months we have been working with the L’Oreal Foundation in Paris to create and execute a multi layered campaign to promote their For Women in Science programme.We were appointed to handle the international media relations, working closely with L’Oreal teams in each local territory, and to deliver a four week long media partnership, negotiated by us, with CNN International.

In the weeks running up to the five-day event in Paris we focused in on key international broadcasters and media specific to the countries of each of the Laureates being honoured for their exceptional work in their fields. We also developed scripts and visual assets for a new video series we launched as part of the programme’s comms – For Women in Science Daily – to capture the excitement and activity behind the scenes from a host of locations across Paris and featuring key brand and scientific establishment spokespeople.

Our dedicated video production and media relations team were on location across the five days, culminating in an awards ceremony where 800 of the world’s science community gathered to toast these women, whose achievements have ‘set the science world on fire’ according to one judge, previous Nobel Prize winner Elizabeth Blackburn.

The event also saw the launch of a ground breaking manifesto encouraging greater equality in the sciences. This Manifesto was also the subject of the final For Women in Science Daily video and allowed us to pursue media coverage following the event itself.

In total, we produced five daily features which showcased the programme in a very engaging way for both internal audiences at L’Oreal and also externally as part of the content curated for the CNN International media partnership. We also produced a cut news package, filmed over a series of days, to drive online coverage, and maximised limited interview time with the Laureates and younger Rising Talents to create dozens of bespoke B Roll cuts requested by international media.

Finally, we organised a sat truck on location at the venue to give media the option to do down the line interviews and coverage was secured with media including the agenda-setting BBC Radio 4 Today programme, Reuters, CCTV (broadcasting across their English-language and African outputs), eNCA in South Africa, RTL Klub in Hungary, SBS Broadcasting in Australia, TV Globo in Argentina, CNC in China & Sky Sunrise in the UK. We also secured 3x interviews for various guests with BBC World Service Newsday. Vice UK with its considerable reach and influence, has also posted an article following interviews with various L’Oreal Laureates and judges.

If you want to get involved you can sign the manifesto here: www.forwomeninscience.com