Background
The American Association for the Advancement of Science, AAAS, is the world’s largest non-profit scientific organization. AAAS is dedicated to advancing science and serving society. Their journal, Science, was founded by Thomas Edison 130 years ago and is arguably the world’s most important scientific publication. With over 700,000 members receiving it in print weekly, and 3.5 million gaining access online, it is certainly the most read.
The brief
AAAS asked for our help to produce Media Kits targeting recruitment and product advertisers, as well as to strengthen their ScienceCareers brand. Science as a name could not be trademarked so competitors were infringing on Science’s valuable brand equity, taking advantage of their well-earned reputation. Online offerings using similar brand names, urls and appearances were making it difficult for job seekers and employers to know if they were on the ScienceCareers website – the world’s largest career site for scientists.