DESIGNER

Olivia Nierva

PROFILE/DESCRIPTION

The Lawrence Hall of Science is UC Berkeley’s world-renowned science center and a favorite destination for science fun for more than 50 years. The museum aims to foster scientific exploration with a focus on equitable learning experiences. Through designing curriculum, engaging learners, or empowering educators, the Lawrence believes in the transformative power of learning made fun, both for the youth and kids at heart. “When ‘ha ha’ moments become 'aha!’ moments” “Learning science by doing science”

GOALS

Brand advantages: Affordable, accessible, kid-friendly, fun 

Brand attributes: Scientific, inventive, innovative 

Brand experience: Established, iconic 

This campaign seeks to pique the interest and curiosity of its target audience, prompting them to make a visit up to the Lawrence Hall.

TARGET AUDIENCE

The intended audience for these advertisements to reach are primarily present in Alameda County, specifically zip codes: 94706, 94702, 94704, and 94705. These neighborhoods house a high percentage of upscale and wealthy younger family mixes. The majority of these families are financially comfortable, home owners and hold a high degree of education. Parents range from 25 to 44 years old. Residents of these areas are also typically found to be educated elderly and youth without kids, who have a high chance of falling under the title of UC Berkeley Alumni, students and staff, groups that are granted free admission to all Berkeley Museums, including Lawrence Hall.