Approximately a year ago, the California Science Center added a 45,000 square foot permanent exhibit called ‘Ecosystems,’ nearly doubling the size of the museum. Ten years in the making, at a cost of $165 million, ‘Ecosystems’ manages to impress visually and scholastically. ScriptPhD.com recently got a private tour and in-depth guide of the ambitious exhibit and didactic tool. Afterwards, we had the opportunity to sit down with the man that conceptualized ‘Ecosystems’ and curator of ecology at the California Science Center — Dr. Chuck Kopczak. An avid geologist, and devoted to the promulgation of quality science education, Dr. Chuck graciously sat down with us for an in-depth conversation about ‘Ecosystems,’ the future of science education, and energizing environmental causes through science. Our full tour and podcast, under the “continue reading” cut.
Much of today’s messaging about the environment, green initiatives and ways for the public to make a difference physically and fiscally are centered around media and advertising. To wit—even amid the deepening recession, one market has seemed to defy the economic downturn: green and environmentally-friendly product launches. Sadly, however, a large and growing subset of the eco-conscious creative collective is enveloped in hyperbole and hubris, a term the industry has labeled “greenwashing” that we will discuss in much greater detail in another article. It was natural then, that as part of our Earth Week coverage, ScriptPhD.com undertook green advertising as part of our continuing “Selling Science Smartly” series. Here, we profile a case study of several impressive (and effective) campaigns by the West Coast-based RIESTER, including work on recycling, clean air, and the first fully-integrated municipal sustainability campaign in the US. We also had an opportunity to speak with RIESTER’s executive team, who provided insights into their creative strategy, why green advertising is more challenging than ever before, the crucial importance that interactive played in their success, and why every agency should be blogging more.