1. Gross (Multi) National Product
NIKKI SWANGO
WESTON SUGGS

2. The Background
 The United Kingdom’s Science Museums brought a
controversial exhibit from America
 Grossology- “Burp, Fart, and Sniff Your Way to
Understanding the Science of the Human Body”
 “Edutainment”
 Hired PR firm Mission 21 to handle the PR campaign in
collaboration with the museum’s communications staff

3. The Problem
 Critics were concerned the exhibit was “dumbing
down” science
 Said the exhibit was inappropriate and should not be
“discussed in polite society”

4. The Plan
Three objectives:
1.Further the Science Museum’s mission of reaching
and engaging new audiences
2.Surprise, amuse, and intrigue audiences and help
change outdate perceptions of the museum
3.Generate 995 paying visitors a day during May and
1,076 a day in June and July, with even higher
attendance during school holidays

5. The Plan cont.
 The Beano
 Had contacts with science opinion leaders to secure




endorsements of Grossology
Provided review question and answer sheets to the staff
so they could field questions and counter the claim that
Grossology was “dumbing down” science
Hosted a video preview for the news media
Hosted a private exhibit tour for media one day before it
opened to the public
Gave copies of The Beano article and other positive
publicity to visiting journalists and media

6. The Plan cont.
 Sent a viral email the “Fart Organ” to spread news of
the exhibit
 Created an online survey to collect Grossology
statistics
 Created a Grossology website including “Gross
Facts” and “Gross Experiments”
 Sent news release at the end of the exhibit for one
final push for new visitors

7. Evaluation
 Won the approval of the public and the National
Museum Directors Conference
 60 major media outlets were in attendance at the
prelaunch preview
 Media kits generated more than 120 stores
 Media coverage for Grossology set a record for the
most publicity ever for a Science Museum exhibit

8. Evaluation cont.
 Doubled their attendance goals, over 100,000 in
attendance
 2/3 of those surveyed credited the news media for
their participation in Grossology
 The Science Museum was the top tourist attraction
in London during the exhibit’s duration
 The Science Museum’s PR campaign won first place
in the UK’s Institute of Public Relations Excellence

9. Discussion
1.
2.
3.
4.
5.
6.
Do you think the Science Museum’s PR campaign
for Grossology was a success? Why or why not?
What channels did the Science Museum use to
reach their publics?
What publics did the museum aim to reach?
What media tools did the museum utilize?
How did The Beano play a crucial role in attracting
attention to Grossology?
How was the online survey crucial to increasing
public participation and favor of the Grossology?

10. Discussion cont.
What steps did they take to get the news out about
Grossology?
8. Was this an example of an open or closed system? How?
9. Based on the elaborated likelihood model, did the Science
Museum use the central route or the peripheral route?
10. Which public relations model was demonstrated by the
Science Museum?
-Press Agentry
-Public Information
-Two-way symmetrical
-Two-way asymmetrical
11. What was the goal of the final night press release for the
exhibition and who were the primary targets?
7.

11. Discussion cont.
12. Which of the seven C’s of communication was most
utilized by Grossology’s PR campaign?
13. How did the PR campaign achieve it’s goal of
refuting the claim that Grossolgy was “dumbed
down science?”
14. What about this case was most influential to you as
a PR practitioner? What can you learn from their
experience?
15. How has this case differed from other cases we’ve
learned about? What did they do better/worse?