Putting the Genographic Project on the Map

 

“Where do I come from?” and “How did I get where I am today?” are age-old questions that have intrigued humankind. But when IBM and the NGS undertook a first-of-its-kind DNA study to shed light on these questions, they knew they needed a PR agency to not only raise awareness of the project, but also to drive consumer participation. The Genographic Project aimed to analyze DNA from at least 100,000 indigenous people and hundreds of thousands of consumers worldwide in order to study ancestry and determine migratory paths that humans took. Ketchum’s challenge was to generate publicity to raise awareness of the project worldwide and inspire consumers to participate in a cost-bearing philanthropic venture where 20% of the proceeds were earmarked to benefit indigenous people.

 

Focusing on uncovering one’s personal migratory journey, Ketchum used simple storytelling to convey the powerful meaning behind this research project to the media. After the study was launched at an event at NGS headquarters in Washington, Ketchum helped coordinate a three-week, eight-city international media tour that enabled journalists and influencers to learn more about the project. The launch event template, complete with a panel discussion with the project spokespeople, local government officials, scientists, and indigenous representatives, was customized for each market for media and local VIP attendance.

 

The storytelling strategy paid off and succeeded in garnering 1 billion media impressions in its target markets – with more than 200 stories appearing on the morning of the announcement – and all of the project’s key messages appearing in 83% of the coverage. What’s more, within two months of the launch, 50,190 consumers went online to purchase a participation kit, raising $1 million to help indigenous populations worldwide. And in the first three months, the Web site received 660,000 visitors and 4.5 million page views.

 

As a result of their work on this project, IBM, the NGS and Ketchum were presented with a 2006 SABRE (Superior Achievement in Branding and Reputation) Gold Award in the category of international campaigns.