TRANSLATING SCIENCE TO STORIES
THAT RESONATE
MKC established UCSF as a leader in developing groundbreaking medical research through innovative public relations programs.
CHALLENGE
As the University of California, San Francisco set the stage for the opening of the Helen Diller Family Cancer Research Building, designed by world-renowned architect Rafael Viñoly, it reached out to The Morris + King Company to devise a multi-faceted PR campaign that would celebrate the brilliant research scientists housed in the facility and create significant fanfare around the ground opening.
STRATEGY
To focus attention on the enormous promise signified by the building’s highly anticipated opening, MKC secured internationally acclaimed genetic scientist and author, J. Craig Venter, as the keynote speaker for opening day ceremonies. Nationally celebrated journalist Jane E. Brody, best-selling author and “Personal Health” columnist from the New York Times, was engaged as guest speaker for the gala dinner honoring donors and UCSF dignitaries as well.
In the months leading up to the grand opening, MKC drew constant attention to thought leaders and scientists leading the charge for cancer research at UCSF by creating awareness of their groundbreaking discoveries and the unique collaborative approach to research. The innovative concept of the Viñoly design and the significant philanthropic commitment of Bay Area visionary Mrs. Helen Diller were also featured prominently in leading consumer press.
RESULTS
The media relations campaign announcing the grand opening of UCSF’s Helen Diller Family Cancer Research Building generated nearly 64 million consumer and trade impressions that included two widely distributed Associated Press stories and four feature stories in the San Francisco Chronicle.
Long-range efforts to help broaden awareness of UCSF’s medical achievements, cancer research luminaries and sustaining donors like the Helen Diller Family garnered significant national placements with resulting coverage from Interior Design, The Economist and various architectural, biotech and medical trade publications.
MKC arranged interviews with several UCSF cancer research scientists, Bay Area philanthropist Mrs. Helen Diller and internationally renowned architect Rafael Viñoly, which garnered significant local feature stories in respected Bay Area publications such as The San Francisco Examiner, Contra Costa Times, San Jose Mercury News, 7X7, Gentry Magazine and California Home and Design.
Interviews with five renowned UCSF Principal Investigators were featured on the Bay Area’s FOX affiliate, which were widely picked up by FOX stations statewide, reaching a total audience of more than 2 million viewers across California.
