In May 2007, Timothy Ferris asked Devillier Communications Inc. (Devillier) to undertake a national publicity and outreach campaign on behalf of his special, Seeing in the Dark which would be broadcast on PBS in September 2007. Underwritten by the National Science Foundation, the state-of- the- art, high definition (HDTV) film features memorable deep-space images by some of the world’s most respected astrophotographers and a digital surround-sound mix by threetime Academy Award® winner Walter Murch. Viewers are introduced to amateur astronomers ranging from casual stargazers to those who have made important scientific discoveries.
Devillier had conducted national media relations campaigns for scores of PBS specials and had a track record of successfully enlisting the support of educational and scientific organizations in national outreach efforts. Devillier had less than six months to conduct the Seeing in the Dark campaign.
GOALS
The outreach effort was designed to:
- Help generate the largest possible audience for Seeing in the Dark
- Underscore the importance of astronomy and the study of the heavens
- Celebrate the contribution of amateur astronomers
(historical figures and contemporary individuals) and inspire
the next generation of stargazers
TARGETED AUDIENCES
The campaign targeted everyone intrigued by the heavens and
our place in the universe. “The Seeing in the Dark outreach
program was based on the conviction that all citizens have an
equal right to make science a part of their lives. It was
designed to reach out to young and old, well off and poor,
learned and untutored. It targeted not just the scientifically
inclined, but the economically disadvantaged, many of whom
have never used a telescope; urban dwellers who have never
seen a dark night sky; young women who feel intimidated by
the predominately male atmosphere in most science classes;
racial and ethnic minorities who regard science as a white male
preserve; and people living in regions remote from the centers
of science.”…Timothy Ferris.
STRATEGIC INITIATIVES
Devillier worked in close collaboration with Ferris, called “the best science writer of his generation” by
The Washington Post, his world-class, award-winning production team, the individuals featured in
the film and PBS member stations. In addition, the Agency quickly sought the support of several
prestigious astronomical, educational and scientific organizations including the Astronomical
Society of the Pacific, the Astronomical League, the National Association of Science Teachers and
NASA.
Critical campaign elements were the companion website, the unique Seeing in the Dark Internet
Telescope and a plethora of Seeing in the Dark “star parties’ and screening events. (See below.)
PRESS EFFORT
The national press and outreach campaign was designed to be informative and
inspirational -- underscoring the goal of introducing viewers to the rewards of
hands-on astronomy. Devillier brought the film to the attention of a wide array of
national consumer, astronomical, educational, production and scientific media
(print, broadcast and online) including television reviewers/columnists/feature
writers and science reporters. To facilitate this effort, Devillier produced a special
Seeing in the Dark DVD featuring an interview with Ferris as well as press
materials and a preview of the film.
The national press campaign kicked off with an
appearance by Ferris at the bi-annual Television
Critics Association press tour in Los Angeles in
July. Throughout August and September, Devillier
aggressively scheduled interviews for Ferris and
the featured ‘stargazers.’ Just prior to the
premiere, Ferris participated in a three-hour
radio tour, which resulted in nearly 19 million
gross impressions. Interviews with Ferris were
aired 9,755 times on 2,523 stations and network
affiliates. North American Network said it was
one of the five most popular interview tours it
had conducted during the past decade.
THE RESPONSE
Seeing in the Dark received universal praise:
“Now turn your eyes skyward for Seeing in the Dark, a rhapsodic sight-and-sound odyssey into the night sky… It interweaves themes of music, the stars, and the stark contrast between the brief span of human lifetimes and the vastness of the cosmos, where a backyard stargazer equipped with nothing more than binoculars can see light older than the human species.”
-- Frazier Moore, Associated Press
“What moves Mr. Ferris in Seeing in the Dark – what moves us – isn’t the cold, clammy intellectualism of scientific inquiry, but the aesthetics, the beauty and glory of it all.”
-- Ginia Bellafante, The New York Times
“This charming love letter to the backyard astronomer in all of us, broadcast in HDTV, is well-known science writer Timothy Ferris’s way of inviting us all to the party.”
- Gloria Goodale, Christian Science Monitor
“Ferris insisted from the beginning that his film be shot in a high resolution format. And while most people are aware that there are fascinating star clusters, nebulae and galaxies floating about
up there, the high-definition astrophotography looks like something out of “Star Wars.” Who remembered that our real universe could look that way, too?”
-- Joshua Zumbrun, The Washington Post
"About 10 minutes into watching Seeing in the Dark, I thought, “This is the TV show that we wanted to make!” By “we” I mean the editors of Sky & Telescope. We’ve often talked about our desire for a show or series, light on science, focusing on how easy and enjoyable stargazing is…” - Stuart Goldman, Sky & Telescope
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In addition to major dailies, the Associated Press, Gannett News Service and United Features Syndicate ran stories that were seen by well over two million readers. Program highlights appeared in TV Guide and in 2,200 newspapers and Sunday supplements thanks to a piece by the Tribune Media Service Service. The press campaign generated well over 50 million readers, listeners and viewers. Seeing in the Dark received a national average rating of 1.2.
ORGANIZATIONAL SUPPORT
Seeing in the Dark received
considerable support from national
astronomy organizations which
featured the film in their publications,
newsletters and on their list servs. For
example, Seeing in the Dark appeared
in Astronomy Magazine, Sky and
Telescope, and the Reflector, a
publication of the Astronomical
League. The Planetarium alerted
members of the International
Planetarium Society to the
availability of the DVD for local
screenings and every member of the
American Astronomical Society
received an announcement about the
film and website via the AAS listserv.
The Astronomical Society of the Pacific was
particularly helpful, promoting Seeing in the
Dark to their members, highlighting the film
in “The Universe in the Classroom” a
newsletter for K-12 teachers and featuring
the film at “Cosmos in the Classroom” ASP’s
annual conference for college astronomy
instructors.
The National Science Teachers Association ( NSTA) promoted the film, the companion Website and
the Internet Telescope in NSTA Express, which has over 200,000 subscribers. And the film and
Web site were featured in “Finds & Sites” section of Science & Children, an NSTA publication that
is distributed to more than 21,000 elementary school teachers and administrators. Finally, NSTA
disseminated a Seeing in the Dark E-blast to an educational electronic network called "NSTA
Building a Presence for Science” which reaches over 35,000 science teachers nationwide.
In addition, Seeing in the Dark announcements were distributed to:
- College instructors of astronomy in the U.S. and Canada,
- NASA education and outreach staff
- Outreach professionals at major observatories and planetariums
- Web masters for major astronomy sites
PBS STATIONS
Given their essential role, Devillier aggressively courted PBS stations. The agency encouraged
programmers to broadcast the film in prime time and provided staff with promotional materials and
ideas that could be used by local media, in station program guides, on-air and station Web sites.
Nearly 100% of the PBS system broadcast Seeing in the Dark on the night of the network premiere,
there were scores of stories in station guides and a number of stations participated in local ‘star
parties’. (see below)
SPECIAL SCREENINGS
Seeing in the Dark “Star Parties” hosted by
planetariums, science centers, PBS stations and
in other educational venues, occurred all across
the country -- from Philadelphia to Chicago,
from Atlanta to Cleveland, from San Francisco
to Hawaii. Many of these events were conducted
in collaboration with the Astronomical Society
of the Pacific, (ASP) one of the nation’s leading
organizations serving research astronomers,
science educators and amateur astronomers.
ASP’s “ Night Sky Network” -- a network of 200
local amateur astronomy clubs -- participated in
many of these special screenings.
ASP unveiled the film at its annual membership meeting in Chicago and featured Timothy Ferris and
Astronomer/Educator Barbara Wilson during a special Project ASTRO teleconference with
community centers, youth groups, planetariums, science museums, and after-school programs. Many
of the Project ASTRO sites focus on reaching under-served populations including urban housing
projects and Native American reservations.
INTERNET TELESCOPE
The Seeing in the Dark Internet Telescope (SIDIT) was one of the most unique educational offerings
of the campaign. Students are allowed to register online at no charge, then send an email specifying
an object they would like to image. Over 100,000 star clusters, nebulae, and galaxies lie within range
of the telescope and its digital imaging chip.
Students using the SIDIT can enjoy the simple pleasure of taking a deep-space photo of their own,
as well as conduct preliminary scientific research projects, such as attempting to discover asteroids
and searching for supernovae (exploding stars) and the optical component of gamma-ray bursts.
In its first month of operation,
SIDIT shot images of distant
galaxies and nebulae in
response to requests from more
than 1,000 students around the
world. Requests poured in from
Australia, Canada, Mexico,
Serbia, Spain, Turkey, and the
U.K. – and from 42 U.S. states
as well as Puerto Rico.
Participants ranged from
elementary level to postgraduate,
from public, private,
charter, parochial and home
schools. SIDIT continues to
inspire students to this day.
