Science World is a not-for-profit organization formed to promote science by offering learners fun-filled and hands-on experience with interactive exhibits. The project was initiated in 1977 by the Junior League of Greater Vancouver and the Vancouver Social Planning Department with the opening of the Arts, Sciences and Technology Center. Governments of Vancouver city, Province of British Columbia and that of Canada pitched in with funds, the corpus was augmented by private donations and a permanent center is inaugurated by Queen Elizabeth in 1987.
To promote itself, the Science World has been working with ‘Rethink’ a creative marketing and advertising agency for over a decade.
They have run two campaigns in recent times. Branded ‘We Can Explain’ and ‘Now You Know’ a series of advertisements have been released in various media including billboards. The objective of the campaigns has been to give a glimpse what it is Science World offers the visitor. By asking curious questions designed to pique the curiosity of a general viewer, with a pinch of humor thrown in, the advertisements in the series induce the audience to visit the expo. The catchy questions refer to things that even persons not interested in science would want to get the bottom of.
The attempt, it would seem, has been to strip science of its daunting, high-browed persona and give it an approachable, fun even if thought-provoking avatar. They try to tell the community that every member would find something to engage his or her interest. Science has been broken down and explained by referring to everyday objects and experiences.