Print Campaign

Science Advances

Objective

The launch of Science Advances, a scientific journal published by the American Association for the Advancement of Science (AAAS) represented an important milestone for the Association. The new journal supported AAAS mission by extending the capacity of Science magazine to identify and promote significant advances in science and engineering across a wide range of areas. Science Advances is an open access multidisciplinary journal, publishing impactful research papers and reviews in any area of science, in both disciplinary-specific and broad, interdisciplinary areas. The mission of Science Advances is to provide fair, fast, and expert peer review to authors and a vetted selection of research, freely available to readers. The goal of the initiative was to create awareness of Science Advances as Science magazine's new sister journal while inviting scientific authors to submit their white papers via the website. New print ads would be published via Science Magazine journal.

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Design Solution

With the excitement of the Association's new journal launch, the approach was to create a unique yet simple campaign that would spark the reader's curiosity to submit their papers. "This is the start of something big" headline coupled with half-cropped recognizable visuals juxtaposed on a start white background created drama and suspense.

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Results

We received stellar reviews from AAAS stakeholders on the new campaign theme, along with stellar reviews from Science Magazine's publisher, while also increasing submission for open-access white papers from new and existing AAAS authors.​