Imagine that you’re designing a large advertising campaign, only this particular project is the most important branding, marketing, media and communications initiative in the history of humankind. How would you go about coordinating a multinational effort to achieve this one critical outcome?

Shift opinion and behaviors — of more than 7 billion people globally — to take an action to avert an average increase in temperature of 1.5 degrees Celsius, thereby preventing the most catastrophic and long-term effects of climate change. …


In an April 6 article in The New York Times about the evangelical resistance to COVID-19 vaccinations, “Stephanie Nana, an evangelical Christian in Edmond, Okla., was cited as refusing to get a vaccine because she believed it contained ‘aborted cell tissue.’ In another instance, Lauri Armstrong, a Bible-believing nutritionist outside of Dallas, said she did not need the vaccine because God designed the body to heal itself, if given the right nutrients. Yet another example included Nathan French, who leads a nondenominational ministry in Tacoma, Wash., who said he received a divine message that God was the ultimate healer and…


Global deaths from the coronavirus pandemic crossed 3 million on April 17, 2021. As reported in the White House press briefing on April 14, more than 122 million Americans have received at least one shot, and more than 75 million Americans are fully vaccinated. But a recent NPR/Marist poll found that one in four Americans said they would refuse the coronavirus vaccine outright if it were offered.

The breadth of public skepticism is just beginning to manifest in the daily count of successful vaccinations. These challenges would have been mitigated with a well coordinated public education campaign and PSA push starting last fall. In science, marketing matters.

Understanding how and when we might reach the 80% — or herd immunity — has not been an easy chore. According to Priscilla Chan, Co-Founder and Co-Chief Executive Officer, Chan Zuckerberg Initiative, “We…


We are in the midst of a booming age of scientific discovery and innovation. Every day, we read about breakthroughs in climate science, the latest research in medicine to fight global virus outbreaks, solutions to harness and distribute energy efficiently, or ways to prevent food insecurity and water scarcity. Among other social issues and health crises, these research missions are the most critically important initiatives of our lives.

Yet, there is much work to do to build awareness for these causes. We absolutely must communicate the need for funding, government intervention, new public policies and we must do a better job of marketing these compelling and innovative solutions to consumers. One challenge is clear: many nonprofit organizations — those who are actually leading the science — are not positioned to meet these formidable marketing and communications needs. They are often not funded well, and they simply cannot provide the data-driven, outcome-focused marketing required to match the contemporary best practices of their corporate counterparts in telling their own brand…

ScientificBrands

Dwayne Flinchum, President of ScientificBrands, has led the strategy for brand, marketing and communications engagements on behalf of renowned organizations.

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