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Ares(2015)3294790 - 06/08/2015
D. 1.1 Awareness Campaign

Report on the
Awareness Raising
Campaign
Deliverable Number: 1.1
Deliverable Nature: R+P
Deliverable dissemination PU
level:
Workpackage Number: 1
Workpackage Title: Awareness Raising Campaign

Submission Date:
Task Leading Partner: PMCG
Contributing Partners: Prona, MOS-MNE

Dissemination level: PU
Work Package Title: Awareness campaign
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 D. 1.1 Awareness Campaign

Executive Summary

As previous years, the Researchers’ Night has become a widely known event in
Montenegro, especially in the media and schools. The event this year, the sixth
Researchers’ Night, took place within a larger science promotion programme called
Open Science Days (September 22-26) which was built around the Night, as one of
two central events.
The main novelty of this year's event was that RN in Podgorica was organized at
the two main venues – Atlas Capital Center and Natural History Museum. Attraction
of general public was obtained thanks to varied programme offering trips (Kotor,
Bijelo Polje, Nikšić, Cetinje, Kolašin, Tivat, Danilovgrad), hands-on
experiments, shows, tribunes, laboratory visits, science workshops and
socialising together with a music concert.
The project team has developed a good network of collaborators within faculties
and schools, but also with international partners who readily respond to invitations to
the event. The event is recognised as a well organised and interesting event and it
gathers almost all the research teams from Montenegro that have the vocation to
communicate research to the wider public. We believe to have moved the standards
in interaction of researchers with the public, since the Researchers' Night has been
the first science promotion event in Montenegro.
Researcher’s Night had its own visual identity, done by Montenegrin artist, Siniša
Radulović, that included also the previous year’s mascot, an ironic figure of the
researcher, presented earlier at the European poster competition in 2009, which was
designed by the young designer, Aleksandra Aleksić.
The most important media channels, news articles, posters, invitations,
programme brochures, billboards and Internet channels were used to promote the
event from the period of 1 August to early October (after the date of the event). The
largest audience was school children and students. All the main electronic and press
media in Montenegro reported the press conference and the opening ceremony, the
main web portals also announced the event.

Dissemination level: PU
Work Package Title: Awareness campaign
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 D. 1.1 Awareness Campaign

Table of Contents

1 INTRODUCTION 4

2 ATTRACTING THE AUDIENCE 4

3 MOTIVATION OF PARTICIPANTS 8

4 PROMOTIONAL MATERIALS 8

5 CONCLUSION 10

Dissemination level: PU
Work Package Title: Awareness campaign
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 D. 1.1 Awareness Campaign

1 Introduction

The awareness campaign was directed towards informing the wide public and
different social groups about the event and different segments of its content, in order
to attract them to visit the Night and get in interaction with researchers. Objectives of
this work package were:
o To attract as large an audience as possible to the Researchers' Night event;
o To make as large public as possible aware of the Researchers' Night and its
objectives;
o To collect the necessary number of participants coming from different sectors
and fields of research and train them for the Night’s activities.

2 Attracting the audience

Offline tools of communication used:

• Billboards on 6 locations in Podgorica, one backlight, and five city-lights;
• The big tarpaulin, placed all along the main tower of the Atlas Capital Centre.
• The news announcing the umbrella festival, Open Science Days, broadcasted by
the Montenegrin media.

TV chanells

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 D. 1.1 Awareness Campaign

Newspapers

• TV ads on national TV and TV Vijesti provided through media sponsorships in

prime time, starting from Sept 10;
• TV and radio talk shows: participation of coordinators and researchers
promoting and announcing the event in the most watched talk shows in the
country:

National TV, I channel:

Sept 26 / Morning program

TV Vijesti:
Sep 26 / Boje jutra, morning program

TV Atlas:
Sept 25 / afternoon show 5 do 5

• Direct marketing: direct invitation to heads of Science Talents’ Activities in all

the schools, school directors, faculty deans, and other research stakeholders;
• Press conference held on September 18, with participation of the project
coordinators (joint press conference of the Open Science Days and Researchers’
Night) and reported on the news program of TV Vijesti, TV Montena, TV MBC,
morning program of the public TV RTCG, Antena M radio;
• 50 posters with programme distributed to schools and faculties one week in
advance;
• 11 000 flyers distributed to the postboxes of the apartments in the city quart
around the main venue, Atlas Capital Centre.

Online communication tools:

• Web sites www.festivalnauke.me , web sites of the Ministry of Science (2 related
posts) http://www.mpin.gov.me, PRONA www.prona.org , web site of the Open
• Science Days www.daninauke.me ; Facebook page; 4 related mails to academic
network mailing list (around 1300 users), and NCP mailing list (around 1000
users);
• News transmitted to main Montenegrin web portals:

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 D. 1.1 Awareness Campaign

• Website and Facebook pages announced different segments of the programme.

• Team members (belonging to different generations and professions) animated

their own social groups to visit the event

3 Motivation of participants

The project has managed to create synergy of people who care about science
promotion, although it could be said that earlier, much attention was paid to the
promotion of scientific work and the profession of researchers. It can be said that the
“Researchers’ Night” movement has gained increased support by researchers from
public research sector, business, NGOs and diaspora. Thanks to this fact activities
could be performed at several locations, different smaller teams taking on part of the
responsibility for organizing them.
The participants who applied to the public call distributed through press, web
sites and e-mails, were informed about the expected result of the event and the
messages to be delivered. In their application, they signed to agree to adhere to the
rules and messages of the project. Each team who was accepted to participate
delivered a high quality result.
The project team was constantly online with the applicants, offering them directions
and advice. The project offered to each team a promotional kit consisting of:
standard designed demonstration stand, specially designed poster for each
participating team; roll-up with the explanation text for each stand / part of the
programme and space in the programme brochure. The participants could have the
consumables for demonstrations paid by the project.
The last joint meeting with all the participants was organised two weeks before the
event, in order to clarify all the open issues and determine final deadlines for all the
final tasks required. They were provided with scene design, dresses, consumable
materials, conductor of the programme and directing assistant.
The main event in Science Café was the competition organized by association BEST
on the topics related to astronomy and cosmology. The students were invited to
present various engineering problems related to space technologies. The pupils of
the Elementary School “Jugoslavija“ from Bar were motivated to investigat and
compete in quiz on various ecological topics.
In cooperation with the Embassy of USA, the movie “The City Dark“, was shown in
the Informative Cultural Centre „Budo Tomovic“, while students were invited on
discussion followeed by discussion of students with the movie director, Ian Chaney.

4 Promotional materials

The visual identity was developed by famous young Montenegrin artist Siniša
Radulović.

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 D. 1.1 Awareness Campaign

The promotional materials consisted of:

• Logo of the event was implemented on all the materials related to the Night;
• Mascot, shown on all the materials and on posters in
different contexts, as well as in figure as a host at the
entrance to the central space;
• Billboards: 6 billboards on the streets of Podgorica, 5
citylights, 1 backlights, + big tarpaulin all along the main
tower of Atlas Capital Center;
• Main poster for the Night, posted in 50 copies at central
locations in Podgorica;
• Explanatory panels or rollups for each exhibiting group;
• Flyer with the short programme in 11 000 copies;
• Programme brochure, produced in 2,000 copies – distributed at the event.
• On all promotional materials is highlighted European value of the project.

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5 Conclusion

The awareness campaign succeeded to reach the objective set in the project
proposal related to a wide presence of the event in different types of media. The
media and post-coverage through special TV broadcasts (“Researchers Night”
special program broadcasted in October in 2 terms, made very wide public aware of
it. The web site had more than 45,000 visits during the 2014, and more than 8000
during the months of August and September.
There was a positive synergy effect with the wider national event celebrating science
– “Open Science Days”, September 22-26, 2014.

Dissemination level: PU
Work Package Title: Awareness campaign
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