Calgary’s TELUS Spark Science Centre is on a mission to raise $45 million to become one of the world’s leading science centres.
The brief
To create an emotionally compelling campaign that not only builds awareness but also sparks conversations, inspires community pride, and motivates donors to contribute. The campaign needed to resonate with a diverse group—philanthropists, corporate leaders, community investors, and government officials—while also inspiring people of all ages and backgrounds to embrace curiosity and engage with science, regardless of their experience or expertise.
Objective
The goal was to craft a campaign that:
- Gets people talking, builds connection, and raises awareness of the science centre and its role in the Calgary community.
- Encourages Calgarians to invest in Spark’s vision, aiming to raise $45 million in three years.
- Instil’s pride in the local community and elevates Calgary’s role in global scientific conversations.
- Appeals to potential donors and inspires adults to embrace curiosity, and explore complex ideas.
- Surprises, rewards, and engages the audience through unexpected storytelling that motivates people to learn and address challenges.
Solution
The Keep Calgary Curious campaign was born from the idea that curiosity is the driving force behind science. Curiosity is something we all have, something we are all born with, and it’s what drives us to explore, question, and discover. In childhood, curiosity thrives; but as we grow older, our natural curiosity often diminishes. The campaign emphasized holding on to the wonder that was lost, and sparking curiosity in everyday life as a reminder that science matters to everyone. Strut developed a series of creative assets that:
- Captured curiosity as the core theme, positioning it as the foundation for both personal growth and global innovation.
- Included a case for support that outlined TELUS Spark’s vision, illustrating the need for $45 million in funding to enhance interactive programming, elevate the physical space, and improve accessibility and inclusivity to make Spark welcoming to all.
- Delivered a dynamic mix of media, from digital storytelling and social campaigns to compelling print materials, all aimed at engaging donors, corporate sponsors, and community leaders.
Results
The Keep Calgary Curious campaign effectively communicated why science matters universally and why investing in curiosity is essential for Calgary’s future. It positioned TELUS Spark as a vital community hub, driving awareness, engagement, and crucial funding to transform the science centre and inspire future leaders.
We love the work and all of you! Your talents and passion are appreciated!
– @telus_spark
