Campaign: MicrobeWorld Video
Winner: American Society for Microbiology
To increase public understanding and appreciation of the vital role microbes play on our planet, and do it in an entertaining, engaging way, the American Society for
Microbiology launched its inaugural MicrobeWorld Video podcast in April 2007. Since then, the series has featured 20 episodes, with topics ranging from the West Nile virus to how
modern transportation has spread disease.
To convince management about the value of video and to create a successful podcast, the ASM team:
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Identified, developed and filmed content that fits with ASM's communications objectives;
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Established presence on video directory services, including Apple's iTunes music store and YouTube;
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Wrote and submitted articles on MicrobeWorld and video podcasting, and placed in print publications;
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Created postcards, pins and other marketing products for MicrobeWorld Video; and
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Attended and presented on ASM's podcasting efforts at science, education and technology meetings and conferences.
Since the launch of MicrobeWorld Video, episodes have been downloaded 859,000 times, with views increasing steadily. Also, ASM staff and members have been invited to speak on
podcasting before the New Media Expo, the National Association of Biology Teachers and the Science + Society Conference.
Honorable Mentions
American Chemical Society for Bytesize Science--Engaging young listeners with stories on science, health and other topics, the American Chemical Society's Bytesize Science
audio podcasts have been a great success, with 5,546 downloads as of Sept. 18. Recently, AMC decided to provide a video podcast counterpart, targeting elementary school teachers
and students and relying on viral buzz to build momentum.
National Fire Protection Association (NVPA) for "NEPA Podcast"--To position the organization as an authority on fire safety, NFPA launched a full-length podcast series.
Subscriber base has grown to 200, with audio clips downloaded more than 4,000 times.