Case Study: Rapid Response Campaign for the Orange County Oil Spill by UCI School of Biological Sciences

Project Overview

In response to the Orange County oil spill on October 1, 2021, the UCI School of Biological Sciences launched a rapid response campaign to expand its thought leadership and engage the community. The campaign aimed to leverage the school’s expertise in environmental science to raise awareness and drive meaningful conversations about the impact of the spill.

Challenges

  • Timely Response: Quickly producing and disseminating content to capitalize on the immediate public interest in the oil spill.
  • Engaging Content: Creating content that resonates with both scientific and general audiences.
  • Media Outreach: Ensuring broad coverage and engagement across various media platforms.

Objectives

  • Establish UCI School of Biological Sciences as a thought leader on environmental issues.
  • Increase public awareness about the impacts of the oil spill.
  • Engage the community and drive traffic to the BioSci website for more information and resources.

Strategy and Execution

Our approach was a digital-first approach as seen below:

Content Development

  • Op-Ed Publication: Collaborated with communications, faculty and public relations firm to author an op-ed featured on The Hill, discussing the oil spill's environmental impact and the school's research in this area.
  • Digital Storytelling: Created engaging and informative content, including articles, infographics, and videos, to explain the oil spill's effects and the school's response.

Multimedia Approach

  • Social Media Campaign: Used platforms like Twitter, Facebook, and Instagram to share real-time updates, educational content, and expert opinions.
  • Email Marketing: Sent targeted emails to subscribers with information about the oil spill, its implications, and links to further resources on the BioSci website.

Community Engagement

  • Website Updates: Dedicated a section of the BioSci website to the oil spill, featuring detailed reports, expert interviews, and ways the community could get involved.
  • Follow-Up Story: Included a follow-up story in the 2022 Dean's Report to maintain momentum and continued awareness about the oil spill and its long-term impact.

Results

  • Increased Visibility: The op-ed on The Hill and subsequent media coverage significantly raised the profile of the UCI School of Biological Sciences.
  • Enhanced Engagement: The campaign generated substantial traffic to the BioSci website and increased engagement on social media platforms.
  • Community Impact: Successfully mobilized the community, leading to increased participation in related environmental initiatives and discussions.

Conclusion

The rapid response campaign for the Orange County oil spill demonstrated the UCI School of Biological Sciences' capability to quickly mobilize and leverage its expertise in times of environmental crises. By utilizing a strategic mix of content development, multimedia outreach, and community engagement, the campaign not only heightened awareness about the oil spill but also reinforced the school’s position as a leader in environmental science.