Advance Armenia Gala 2022, Los Angeles, USA
DATE
December 2021 – April 2022
Client
Foundation for Armenian Science and Technology (FAST)
Service
Full PR Support
Category
Science and Education
Overview
In 2022, the Foundation for Armenian Science and Technology (FAST) launched its first global fundraising campaign. The purpose was to attract additional resources to help scale its most successful educational, research, and commercialization programs. SPRING PR, as FAST’s PR partner, was responsible for providing full PR support and implementing the communication campaign, aiming to raise funds for STEM research grants and providing competitive research opportunities to approximately 50 local Armenian scientists.
In 2020, FAST launched the ADVANCE STEM Research grant program to foster STEM development in Armenia. This initiative connects international and local scientists, supporting joint research in biotechnology, machine learning, and computer agriculture. The grant covers salaries, materials, travel, and more, facilitating globally competitive projects.
The Gala on March 31, 2022, at The Landmark in Los Angeles, featured Dr. Noubar Afeyan as the keynote speaker. Joining the initiative were local and diaspora Armenians, foreign companies, and investors, all supporting the scientific ecosystem in Armenia. Renowned Armenians, including Dr. Garabed Antranikian, Dr. Mary A. Papazian, Naira Hovakimyan, Rex Kalamian, Vahe Berberian, Serj Tankian, and Henrikh Mkhitaryan, actively raised public awareness for FAST’s inaugural Advance Armenia Gala fundraiser.
The primary objective of the Gala was to scale up FAST’s ADVANCE program by funding 10 research teams and supporting up to 50 scientists in 2022. Despite an estimated cost of $1.25 million, the Gala exceeded expectations, raising $1.4 million for research grants. Contributors directly impacted research teams in Armenia, focusing on AI, Life Sciences, and Advanced Materials, under the guidance of distinguished international scientists.
Strategy
PRING PR implemented a comprehensive communication campaign aiming to raise awareness of the gala and its associated programs, inspire greater trust and appreciation for FAST’s vital work in the scientific community, and drive participation and support from various target groups.
To achieve these objectives, SPRING PR adopted a range of PR tactics, including media relations, influencer outreach, and social media marketing. The campaign began with pre-event communication activities, including interviews with key FAST representatives and promotional and documentary videos about FAST and the ADVANCE grant program to highlight the foundation’s mission and objectives and generate excitement for the upcoming gala.
Throughout the campaign, SPRING PR focused on securing positive press coverage in top-tier media outlets. The media relations involved ongoing relations with key journalists and reporters, providing them with exclusive access to event details, interviews with FAST representatives, including the “10 questions to a scientist” interview series with ADVANCE beneficiaries. All these efforts strived to generate positive press coverage that would raise awareness and inspire trust in FAST’s initiatives.
Influencer outreach played a crucial role in the campaign. Prominent individuals from the Armenian community were united to share the vision that education is the basis of a powerful state. Working with these influencers and thought leaders, SPRING encouraged them to share their support, thereby fostering the reach and impact of the campaign.
Another objective was developing a comprehensive social media plan that involved regular posting of gala updates with compelling visuals with Media Systems as the digital partner. The goal was to create buzz, engage the target audience, and encourage participation in the gala.
SPRING PR also focused on donor and sponsor appreciation. We closely worked with FAST to develop customized communications and experiences that recognized donors and sponsors, highlighting their impact on the scientific community in Armenia. Thus, SPRING made sure the donors and sponsors felt valued and recognized.
Overall, the campaign generated significant awareness and appreciation for the work of FAST, attracted ticket sales and donations from various target groups, and ensured positive coverage of the event in both local and international media.
Outcomes
- 120 publications including text and video coverage with the mentions of FAST
and/or Armen Orujyan, - 110 local coverage, 10 by LA-based media
- 15 influencers joined the social media campaign
